Firms are now using their well-established brand names to extend into low-fit categories to conne... more Firms are now using their well-established brand names to extend into low-fit categories to connect with the consumers in different ways and to sustain the existing relationships. Howbeit, preliminary work in the field of brand extension focused primarily on consumer evaluation of high fit brand extensions. Off late, evaluation of low-fit brand extension has received considerable attention by the researchers. This paper is aimed at highlighting various factors related to parent brand that can enhance the evaluation of low-fit brand extensions. We discuss “brand extension and its evaluation”, more specifically, investigate several factors related to core brand having implications on extension evaluation. This meek effort will help the marketing managers and research scholars to understand the new possibilities for enhancing the evaluations of low fit brand extensions.
India has become one of the prominent
destinations for spiritual tourism with several
internati... more India has become one of the prominent destinations for spiritual tourism with several international tourists visiting multiple spiritual tourist sites for their spiritual or religious fulfilment. Limited research exists that investigate in depth what really motivates an individual to take on a spiritual journey. Literature also demands enrichment in terms of challenges or barriers to a spiritual tourism. Feedback from the pilgrims can help shrine administration to effectively utilise the donor money in improving the facilities during the journey and experience of the spiritual tourist. Through this paper, we make an effort to address this gap by conducting in-depth interviews of pilgrims of two most prominent spiritual tourism sites in North India, analysing their narratives using interpretative methods. We present pilgrim’s feedback on the motivational aspects of their spiritual tourism as well as challenges encountered during the journey. Feedback from them is reported for enhanced experience.
International Journal of Research and Review, 2020
Firms are now using their well-established
brand names to extend into low-fit categories to
con... more Firms are now using their well-established brand names to extend into low-fit categories to connect with the consumers in different ways and to sustain the existing relationships. Howbeit, preliminary work in the field of brand extension focused primarily on consumer evaluation of high fit brand extensions. Off late, evaluation of low-fit brand extension has received considerable attention by the researchers. This paper is aimed at highlighting various factors related to parent brand that can enhance the evaluation of low-fit brand extensions. We discuss “brand extension and its evaluation”, more specifically; investigate several factors related to core brand having implications on extension evaluation. This meek effort will help the marketing managers and research scholars to understand the new possibilities for enhancing the evaluations of low fit brand extensions
Firms are now using their well-established brand names to extend into low-fit categories to conne... more Firms are now using their well-established brand names to extend into low-fit categories to connect with the consumers in different ways and to sustain the existing relationships. Howbeit, preliminary work in the field of brand extension focused primarily on consumer evaluation of high fit brand extensions. Off late, evaluation of low-fit brand extension has received considerable attention by the researchers. This paper is aimed at highlighting various factors related to parent brand that can enhance the evaluation of low-fit brand extensions. We discuss “brand extension and its evaluation”, more specifically, investigate several factors related to core brand having implications on extension evaluation. This meek effort will help the marketing managers and research scholars to understand the new possibilities for enhancing the evaluations of low fit brand extensions.
India has become one of the prominent
destinations for spiritual tourism with several
internati... more India has become one of the prominent destinations for spiritual tourism with several international tourists visiting multiple spiritual tourist sites for their spiritual or religious fulfilment. Limited research exists that investigate in depth what really motivates an individual to take on a spiritual journey. Literature also demands enrichment in terms of challenges or barriers to a spiritual tourism. Feedback from the pilgrims can help shrine administration to effectively utilise the donor money in improving the facilities during the journey and experience of the spiritual tourist. Through this paper, we make an effort to address this gap by conducting in-depth interviews of pilgrims of two most prominent spiritual tourism sites in North India, analysing their narratives using interpretative methods. We present pilgrim’s feedback on the motivational aspects of their spiritual tourism as well as challenges encountered during the journey. Feedback from them is reported for enhanced experience.
International Journal of Research and Review, 2020
Firms are now using their well-established
brand names to extend into low-fit categories to
con... more Firms are now using their well-established brand names to extend into low-fit categories to connect with the consumers in different ways and to sustain the existing relationships. Howbeit, preliminary work in the field of brand extension focused primarily on consumer evaluation of high fit brand extensions. Off late, evaluation of low-fit brand extension has received considerable attention by the researchers. This paper is aimed at highlighting various factors related to parent brand that can enhance the evaluation of low-fit brand extensions. We discuss “brand extension and its evaluation”, more specifically; investigate several factors related to core brand having implications on extension evaluation. This meek effort will help the marketing managers and research scholars to understand the new possibilities for enhancing the evaluations of low fit brand extensions
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Papers by Geetika Pahuja
destinations for spiritual tourism with several
international tourists visiting multiple spiritual
tourist sites for their spiritual or religious
fulfilment. Limited research exists that investigate
in depth what really motivates an individual
to take on a spiritual journey. Literature also
demands enrichment in terms of challenges or
barriers to a spiritual tourism. Feedback from
the pilgrims can help shrine administration to
effectively utilise the donor money in improving
the facilities during the journey and experience
of the spiritual tourist. Through this paper, we
make an effort to address this gap by conducting
in-depth interviews of pilgrims of two most
prominent spiritual tourism sites in North India,
analysing their narratives using interpretative
methods. We present pilgrim’s feedback on the
motivational aspects of their spiritual tourism
as well as challenges encountered during the
journey. Feedback from them is reported for
enhanced experience.
brand names to extend into low-fit categories to
connect with the consumers in different ways
and to sustain the existing relationships.
Howbeit, preliminary work in the field of brand
extension focused primarily on consumer
evaluation of high fit brand extensions. Off late,
evaluation of low-fit brand extension has
received considerable attention by the
researchers. This paper is aimed at highlighting
various factors related to parent brand that can
enhance the evaluation of low-fit brand
extensions. We discuss “brand extension and its
evaluation”, more specifically; investigate
several factors related to core brand having
implications on extension evaluation. This meek
effort will help the marketing managers and
research scholars to understand the new
possibilities for enhancing the evaluations of
low fit brand extensions
destinations for spiritual tourism with several
international tourists visiting multiple spiritual
tourist sites for their spiritual or religious
fulfilment. Limited research exists that investigate
in depth what really motivates an individual
to take on a spiritual journey. Literature also
demands enrichment in terms of challenges or
barriers to a spiritual tourism. Feedback from
the pilgrims can help shrine administration to
effectively utilise the donor money in improving
the facilities during the journey and experience
of the spiritual tourist. Through this paper, we
make an effort to address this gap by conducting
in-depth interviews of pilgrims of two most
prominent spiritual tourism sites in North India,
analysing their narratives using interpretative
methods. We present pilgrim’s feedback on the
motivational aspects of their spiritual tourism
as well as challenges encountered during the
journey. Feedback from them is reported for
enhanced experience.
brand names to extend into low-fit categories to
connect with the consumers in different ways
and to sustain the existing relationships.
Howbeit, preliminary work in the field of brand
extension focused primarily on consumer
evaluation of high fit brand extensions. Off late,
evaluation of low-fit brand extension has
received considerable attention by the
researchers. This paper is aimed at highlighting
various factors related to parent brand that can
enhance the evaluation of low-fit brand
extensions. We discuss “brand extension and its
evaluation”, more specifically; investigate
several factors related to core brand having
implications on extension evaluation. This meek
effort will help the marketing managers and
research scholars to understand the new
possibilities for enhancing the evaluations of
low fit brand extensions