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source:"econis"
~person:"Alvarez, Cecilia M. O."
~person:"Phau, Ian"
~source:"econstor"
~subject:"Consumer behaviour"
~subject:"Sponsoring"
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Alvarez, Cecilia M. O.
Phau, Ian
Boisvert, Jean
7
Keller, Kevin Lane
6
Sattler, Henrik
6
Völckner, Franziska
6
Milberg, Sandra J.
5
Monga, Alokparna Basu
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Park, C. Whan
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Backhaus, Christof
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Punyatoya, Plavini
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Australasian marketing journal
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Australasian marketing journal : AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC)
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Journal of business research : JBR
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Journal of international consumer marketing
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Young consumers : insight and ideas for responsible marketers
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ECONIS (ZBW)
EconStor
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1
Is HUGO still the BOSS? : investigating the reciprocal effects of brand extensions on brand personality of luxury brands
Phau, Ian
;
Matthiesen, Insa-Mascha
;
Shimul, Anwar Sadat
- In:
Australasian marketing journal : AMJ ; official journal …
29
(
2021
)
4
,
pp. 297-305
Persistent link: https://www.econbiz.de/10012668455
Saved in:
2
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:
3
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:
4
Pawning n00bs : insights into perceptions of brand extensions of the video game industry
Butcher, Luke
;
Tang, Ysobel
;
Phau, Ian
- In:
Australasian marketing journal
25
(
2017
)
3
,
pp. 215-224
Persistent link: https://www.econbiz.de/10011792004
Saved in:
5
Brand personality as a direct cause of brand extension success : does self-monitoring matter?
Ferguson, Graham
;
Lau, Kong Cheen
;
Phau, Ian
- In:
The journal of consumer marketing
33
(
2016
)
5
,
pp. 343-353
Persistent link: https://www.econbiz.de/10011553721
Saved in:
6
Impact of gender on perceptual fit evaluation for prestige brands
Lau, Kong Cheen
;
Phau, Ian
- In:
The journal of brand management : an international journal
17
(
2009/10
)
5
,
pp. 354-367
Persistent link: https://www.econbiz.de/10003971189
Saved in:
7
How young adult consumers evaluate diffusion brands : effects of brand loyalty and status consumption
Phau, Ian
;
Cheong, Edith
- In:
Journal of international consumer marketing
21
(
2009
)
2
,
pp. 109-123
Persistent link: https://www.econbiz.de/10003890723
Saved in:
8
Young consumers' evaluations of diffusion brands
Phau, Ian
;
Cheong, Edith
- In:
Young consumers : insight and ideas for responsible …
10
(
2009
)
3
,
pp. 210-224
Persistent link: https://www.econbiz.de/10003898956
Saved in:
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