Consumer Evaluations of Cable Network Brand Extensions: A Case Study of the Discovery Channels

Abstract

This case study examines the factors affecting the evaluation of brand extensions of the Discovery network. The results of correlation and multiple regression analysis showed that, among all the variables, perceived fit, evaluation of the original Discovery Channel, and perceived quality variance were significant predictors of the success of the Discovery network’s brand extensions.

Key Words:

• television network
• brand extension
• fit
• quality
• channel repertoire