Generation X and Y and their view on the brand extension into new segments

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F22%3A00009872" target="_blank" >RIV/46747885:24310/22:00009872 - isvavai.cz</a>
Result on the web
<a href="http://emijournal.cz/wp-content/uploads/2022/05/Generation-X-and-Y-and-Their-View-on-the-Brand-Extension-into-New-Segments-.pdf" target="_blank" >http://emijournal.cz/wp-content/uploads/2022/05/Generation-X-and-Y-and-Their-View-on-the-Brand-Extension-into-New-Segments-.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Generation X and Y and their view on the brand extension into new segments
Original language description
This paper is focused on associations associated with brand extension. The primary objective of the research was to determine which associations people form when a brand extends into a different segment and if there are differences in these associations between Generations X and Y. Six research questions were formulated. Participants in the research included academics from a number of European countries (Generation X) and Erasmus programme students (Generation Y). Data was collected using a questionnaire containing open questions, and the results were analysed using content analysis. The results show different associations formed with respect to the original brands. Generation X rated the brands as overpriced and Generation Y as high quality. Generation X had a more negative opinion of brand extension and often evaluated the new products as having inferior quality. Generation Y believed in the companies and that they would manage to produce new products.
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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