Categories

How Far Can Samsung Stretch Itself?

A strong corporate brand acts as a focal point for the attention, interest and activity stakeholders bring to a corporation. Like a beacon in the fog, a corporate brand attracts and orients relevant audiences, stakeholders and constituencies around the recognizable values and symbols that differentiate the organisation. This paper applies the model of Aaker & Keller (1990) of attitude towards the brand extension to corporate brands and taking Samsung as a case, studies whether Samsung can stretch itself to unrelated product categories.

 

You can download the entire research paper from the link Below.

Author: Prof.  Dr.  Mangesh Prasad Kasbekar

Link:https://www.worldwidejournals.com/global-journal-for-research-analysis-GJRA/file.php?val=July_2016_1467874261__33.pdf