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source:"econis"
~person:"Alvarez, Cecilia M. O."
~person:"Boisvert, Jean"
~source:"econstor"
~subject:"Consumer behaviour"
~subject:"Sponsoring"
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Brand extension
12
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9
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8
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Alvarez, Cecilia M. O.
Boisvert, Jean
Keller, Kevin Lane
6
Phau, Ian
6
Sattler, Henrik
6
Völckner, Franziska
6
Milberg, Sandra J.
5
Monga, Alokparna Basu
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Kim, Kyeongheui
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3
Maheswaran, Durairaj
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Mathur, Pragya
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Merrilees, Bill
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Moorthy, Sridhar
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Park, Jungkun
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Pina, José M.
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Punyatoya, Plavini
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2
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International journal of business excellence
1
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1
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1
Journal of service research : JSR
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Journal of the Academy of Marketing Science
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ECONIS (ZBW)
EconStor
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1
The impact of gender on the evaluation of vertical line extensions of luxury brands : a cross-national study
Boisvert, Jean
;
Ashill, Nicholas Jeremy
- In:
The journal of product & brand management
31
(
2022
)
3
,
pp. 484-495
Persistent link: https://www.econbiz.de/10013164370
Saved in:
2
The impact of luxury brand status signaling, extension authenticity and fit on luxury line extension evaluation : a cross-national study
Boisvert, Jean
;
Ashill, Nicholas J.
- In:
International marketing review
39
(
2022
)
2
,
pp. 395-422
Persistent link: https://www.econbiz.de/10013396206
Saved in:
3
Consumer acceptance of brand extensions : is parental fit preeminent?
Miniard, Paul W.
;
Alvarez, Cecilia M. O.
;
Mohammed, …
- In:
Journal of business research : JBR
118
(
2020
),
pp. 335-345
Persistent link: https://www.econbiz.de/10012288610
Saved in:
4
The spillover effect of downward line extensions on U.S. consumers' evaluation of a French luxury parent brand : the role of branding strategies, authenticity, and fit
Boisvert, Jean
;
Ashill, Nicholas J.
- In:
Psychology & marketing
35
(
2018
)
10
,
pp. 740-751
Persistent link: https://www.econbiz.de/10011970120
Saved in:
5
What brand extensions need to fully benefit from their parental heritage
Miniard, Paul W.
;
Jayanti, Rama K.
;
Alvarez, Cecilia M. O.
- In:
Journal of the Academy of Marketing Science
46
(
2018
)
5
,
pp. 948-963
Persistent link: https://www.econbiz.de/10011924821
Saved in:
6
Reciprocal transfer of brand associations between service parent brands and upward line extensions : an accessibility-diagnosticity perspective
Boisvert, Jean
- In:
Journal of service theory and practice : JSTP
26
(
2016
)
2
,
pp. 222-243
Persistent link: https://www.econbiz.de/10011515426
Saved in:
7
The impact of vertical service line extensions and brand salience on reciprocal transfer of image and performance associations
Boisvert, Jean
- In:
Journal of service research : JSR
15
(
2012
)
4
,
pp. 443-459
Persistent link: https://www.econbiz.de/10009673017
Saved in:
8
How brand innovativeness and quality impact attitude toward new service line extensions : the moderating role of consumer involvement
Boisvert, Jean
;
Ashill, Nick J.
- In:
The journal of services marketing
25
(
2011
)
7
,
pp. 517-527
Persistent link: https://www.econbiz.de/10009387522
Saved in:
9
The impact of perceived innovativeness, branding strategy and parent brand salience on the reciprocal transfer of core associations
Boisvert, Jean
;
Burton, Suzan
- In:
International journal of business excellence
2
(
2009
)
3/4
,
pp. 346-359
Persistent link: https://www.econbiz.de/10003879604
Saved in:
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