Abstract: A company makes a corporate brand extension when it relies on its corporate name to launch a new product. A corporate brand extension clearly identifies an organization with the product, and so evokes different reactions from consumers than a product brand extension. A corporate brand may create associations in consumers' minds that reflect the values, programs, and activities of the firm. (Aaker & Keller 1998). Companies are increasingly taking their corporate brand into new and unrelated business areas in order to capitalize on their brand equity. This paper makes an effort to applies the model of Aaker & Keller (1990) of attitude towards brand extension to corporate brands....
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