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Brand extension research mainly focuses on consumer evaluation of extension and attitude toward the parent brand. In their 1990 model, Aaker and Keller provide a sufficient depth and breadth proposition to examine consumer behaviour and a conceptual framework. The authors use three dimensions to measure the fit of extension.
Many sashiko patterns were derived from Chinese designs, but just as many were developed by native Japanese embroiderers; for example, the style known as kogin-zashi, which generally consists of diamond-shaped patterns in horizontal rows, is a distinctive variety of sashiko that was developed in Aomori Prefecture.
Masstige is a marketing term meaning downward brand extension. The word is a portmanteau of the words mass and prestige and has been described as "prestige for the masses". The term was popularized by Michael Silverstein and Neil Fiske in their book Trading Up and Harvard Business Review article "Luxury for the Masses". [ 1 ]
The use of a diffusion line is a part of the strategy of massification where luxury brands attempt to reach a broader market in order to increase revenue and brand recognition. Diffusion lines serve several purposes for designers.
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A lovemark is a marketing concept that is intended to replace the idea of brands.The idea was first widely publicized in the book Lovemarks by Kevin Roberts, CEO of the advertising agency Saatchi & Saatchi.
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