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source:"econis"
~person:"Aaker, David A."
~person:"Backhaus, Christof"
~person:"Liu, Xin"
~person:"Monga, Alokparna Basu"
~subject:"Consumer behaviour"
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Search: subject_exact:"Markentransfer"
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Consumer behaviour
Brand extension
13
Markentransfer
13
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11
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5
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5
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5
Marketingmanagement
5
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3
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Aaker, David A.
Backhaus, Christof
Liu, Xin
Monga, Alokparna Basu
Boisvert, Jean
7
Keller, Kevin Lane
6
Phau, Ian
6
Milberg, Sandra J.
5
Sattler, Henrik
5
Völckner, Franziska
5
Park, C. Whan
4
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3
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3
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3
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3
Goodstein, Ronald Charles
3
Gürhan-Canli, Zeynep
3
Hem, Leif E.
3
John, Deborah Roedder
3
Joshi, Richa
3
Kim, Kyeongheui
3
Maheswaran, Durairaj
3
Mathur, Pragya
3
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3
Moorthy, Sridhar
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2
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2
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2
Alvarez, Cecilia M. O.
2
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Bacchiega, Emanuele
2
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2
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Psychology & marketing
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1
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ECONIS (ZBW)
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1
How life-role transitions shape consumer responses to brand extensions
Su, Lei
;
Monga, Alokparna Basu
;
Jiang, Yuwei
- In:
Journal of marketing research
58
(
2021
)
3
,
pp. 579-594
Persistent link: https://www.econbiz.de/10012521455
Saved in:
2
Does eWOM matter to brand extension? : an examination of the impact of online reviews on brand extension evaluations
Liu, Xin
;
Hu, Jing
;
Xu, Bing
- In:
Journal of research in interactive marketing : …
11
(
2017
)
3
,
pp. 232-245
Persistent link: https://www.econbiz.de/10011779143
Saved in:
3
Value creation for luxury brands through brand extensions : an investigation of forward and reciprocal effects
Albrecht, Carmen-Maria
;
Backhaus, Christof
;
Gurzki, Hannes
- In:
Marketing : ZFP ; journal of research and management
35
(
2013
)
2
,
pp. 91-102
Persistent link: https://www.econbiz.de/10009750440
Saved in:
4
Drivers of brand extension success : what really matters for luxury brands
Albrecht, Carmen-Maria
;
Backhaus, Christof
;
Gurzki, Hannes
- In:
Psychology & marketing
30
(
2013
)
8
,
pp. 647-659
Persistent link: https://www.econbiz.de/10009786050
Saved in:
5
The influence of mating mind-sets on brand extension evaluation
Monga, Alokparna Basu
;
Gürhan-Canli, Zeynep
- In:
Journal of marketing research : JMR
49
(
2012
)
4
,
pp. 581-593
Persistent link: https://www.econbiz.de/10009580801
Saved in:
6
Adolescent evaluations of brand extensions : the influence of reference group
Liu, Xin
;
Hu, Jing
- In:
Psychology & marketing
29
(
2012
)
2
,
pp. 98-106
Persistent link: https://www.econbiz.de/10009504546
Saved in:
7
Affect transfer in brand extensions : the role of expectancy and relevancy
Liu, Xin
;
Hu, Michael Y.
;
Grimm, Pamela E.
- In:
The journal of product & brand management
19
(
2010
)
5
,
pp. 317-326
Persistent link: https://www.econbiz.de/10008658568
Saved in:
8
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:
9
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:
10
Consumer evaluations of brand extensions
Aaker, David A.
;
Keller, Kevin Lane
-
2009
Persistent link: https://www.econbiz.de/10003784837
Saved in:
1
2
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