Brand extension strategy is a component of brand management rooted in categorisation theory. The research outlined in this invaluable book provides a pathway for academic research in this field. Further to this it allows professionals to explore determinants of success for e-brand extensions in order to prevent the dilution of a brand. This project reflects realistic consumer perceptions and expands upon the inter-relationships between various factors. In taking account of these factors the author explains the process of how consumers transfer from traditional media usage to online news media. Based on academic theory and real-life situations, Yen provides a systematic explanation, thus providing managers with practical assistance and in- depth understanding of developing e-brand extensions.

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Wan Li Yen is a lecturer/trainer in marketing, media and language fields. His qualifications include DBA, MBA, Grad.Dip. Ed and BA (Mass Communication). Through his work in the media industry as a journalist, broadcaster and columnist for many years Yen has published papers for conferences, receiving the 2009 Doctoral Scholar's Award from UniSA.