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person:"John, Deborah Roedder"
~person:"Dens, Nathalie"
~person:"Kröger, Sonja"
~person:"Wiedmann, Klaus-Peter"
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Search: subject_exact:"Markentransfer"
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Markentransfer
18
Brand extension
16
Brand management
8
Markenführung
8
Consumer behaviour
7
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7
Brand image
6
Markenimage
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John, Deborah Roedder
Dens, Nathalie
Kröger, Sonja
Wiedmann, Klaus-Peter
Völckner, Franziska
14
Sattler, Henrik
12
Boisvert, Jean
10
Keller, Kevin Lane
10
Huber, Frank
8
Phau, Ian
6
Pina, José M.
6
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5
Dwivedi, Abhishek
5
Hem, Leif E.
5
Merrilees, Bill
5
Meyer, Frederik
5
Milberg, Sandra J.
5
Moorthy, Sridhar
5
Pelsmacker, Patrick de
5
Reinstrom, Christian
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Sichtmann, Christina
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Walsh, Patrick
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Baumüller, Nicole
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Burmann, Christoph
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Gürhan-Canli, Zeynep
4
Hennig-Thurau, Thorsten
4
Iversen, Nina M.
4
Kaufmann, Gwen
4
Mahnik, Nina
4
Mayerhofer, Wolfgang
4
Monga, Alokparna Basu
4
Park, C. Whan
4
Ringeisen, Petra
4
Ringle, Christian M.
4
Sood, Sanjay
4
Zatloukal, Grit
4
Aaker, David A.
3
Backhaus, Christof
3
Baumgarth, Carsten
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Bei, Lien-ti
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International journal of advertising : the quarterly review of marketing communications
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Breaking new ground in theory and practice
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Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
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ECONIS (ZBW)
16
USB Cologne (EcoSocSci)
2
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1
Does poor fit always lead to negative evaluations? : extension advertising and perceived brand quality
Dens, Nathalie
;
Pelsmacker, Patrick de
- In:
International journal of advertising : the quarterly …
35
(
2016
)
3
,
pp. 465-485
Persistent link: https://www.econbiz.de/10011567066
Saved in:
2
Customer-based strategic brand management : past progress and future challenges
John, Deborah Roedder
- In:
AMS review : official publication of the Academy of …
6
(
2016
)
1/2
,
pp. 17-22
Persistent link: https://www.econbiz.de/10011741472
Saved in:
3
The vigor of a disregarded ally in sponsorship : brand image transfer effects arising from a cosponsor
Gross, Philip
;
Wiedmann, Klaus-Peter
- In:
Psychology & marketing
32
(
2015
)
11
,
pp. 1079-1097
Persistent link: https://www.econbiz.de/10011389115
Saved in:
4
Brand extensions : a successful strategy in luxury fashion branding? ; assessing consumers' implicit associations
Hennigs, Nadine
;
Wiedmann, Klaus-Peter
;
Behrens, Stefan
; …
- In:
Journal of fashion marketing and management
17
(
2013
)
4
,
pp. 390-402
Persistent link: https://www.econbiz.de/10010198008
Saved in:
5
Text or pictures? : effectiveness of verbal information and visual cues in advertisements for new brands versus extensions
Dens, Nathalie
;
Pelsmacker, Patrick de
;
Puttemans, Bianca
- In:
Breaking new ground in theory and practice
,
(pp. 343-357)
.
2011
Persistent link: https://www.econbiz.de/10009381004
Saved in:
6
The importance of brand heritage as a key performance driver in marketing management
Wiedmann, Klaus-Peter
;
Hennigs, Nadine
;
Schmidt, Steffen
; …
- In:
The journal of brand management : an international journal
19
(
2011/12
)
3
,
pp. 182-194
Persistent link: https://www.econbiz.de/10009409561
Saved in:
7
Advertising for extensions : moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation
Dens, Nathalie
;
Pelsmacker, Patrick de
- In:
Marketing letters : a journal of research in marketing
21
(
2010
)
2
,
pp. 175-189
Persistent link: https://www.econbiz.de/10003976732
Saved in:
8
How advertising strategy affects brand and USP recall for new brands and extensions
Dens, Nathalie
;
Pelsmacker, Patrick de
- In:
International journal of advertising : the quarterly …
29
(
2010
)
2
,
pp. 165-194
Persistent link: https://www.econbiz.de/10003978072
Saved in:
9
What makes brands elastic? : the influence of brand concept and styles of thinking on brand extension evaluation
Monga, Alokparna Basu
;
John, Deborah Roedder
- In:
Journal of marketing
74
(
2010
)
3
,
pp. 80-92
Persistent link: https://www.econbiz.de/10008822088
Saved in:
10
Understanding cultural differences in brand extension evaluation : the influence of analytic versus holistic thinking
Monga, Alokparna Basu
;
John, Deborah Roedder
- In:
Handbook of brand relationships
,
(pp. 247-266)
.
2009
Persistent link: https://www.econbiz.de/10003915618
Saved in:
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