Why negative brand extension evaluations do not always negatively affect the brand: The role of central and peripheral brand associations
Year of publication: |
2014
|
---|---|
Authors: | Michel, Géraldine ; Donthu, Naveen |
Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 67.2014, 12, p. 2611-2619
|
Publisher: |
Elsevier |
Subject: | Brand extension | Brand image | Central brand associations | Peripheral brand associations |
-
Michel, Géraldine, (2014)
-
Evaluating brand extensions, fit perceptions and post-extension brand image : does size matter?
Dall'Olmo Riley, Francesca, (2014)
-
Rückwirkungen von Markentransfers auf die Muttermarke : Messmethoden und empirische Befunde
Kaufmann, Gwen, (2006)
- More ...
-
Michel, Géraldine, (2014)
-
Gorlier, Tiphaine, (2020)
-
Nonprofit brand image and typicality influences on charitable giving
Michel, Géraldine, (2012)
- More ...