Conflicting consumer views in brand extension research

Research has found that consumer beliefs about human personality also translate to their beliefs about brand personality. Unfortunately this means there will be a subset of consumers who hold conflicting opinions about parent brands extending into new products or services. So what should brand managers do about it? 

Research with consumers is a process designed to help brand managers reduce confusion, indecision and subjectivity in managing their brand. But as it turns out, there's a group of consumers destined to keep brand managers perplexed (or tearing out their hair) over their conflicting opinions toward brands.

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