PhD Research Student
Title of research: Empirical generalisations of brand extension theory and the role of general linear mixed models
Area of PhD research: Empirical generalisations, brand extensions, general linear mixed models
Qualifications: B.E. (Electrical and Electronic)
PhD start date: June 2006
Supervisors: Professor Rob Lawson and Dr David Holdsworth.
The objective of this research thesis is to resolve the confusion that exists in the marketing literature around brand extension theory, focusing on models that include original brand quality and four brand extension fit attributes realized as complementarity (of the extension with the original branded product), substitutability (of the extension for the original), transferability (of the firm’s resources and capabilities from the original to the extension) and difficulty (perhaps best explained as the opposite of: the triviality of the firm making the extension).