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~isPartOf:"Journal of advertising : official publication of the American Academy of Advertising"
~isPartOf:"Journal of advertising research"
~isPartOf:"Journal of business research : JBR"
~isPartOf:"Journal of fashion marketing and management"
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Search: subject_exact:"Markenerweiterung"
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Brand extension
31
Markentransfer
31
Brand image
22
Markenimage
22
Consumer behaviour
20
Konsumentenverhalten
20
Brand management
16
Markenführung
16
Brand
6
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Brand extensions
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Carrillat, François A.
2
Aguirre-Rodriguez, Alexandra
1
Alvarez, Cecilia M. O.
1
Astous, Alain d'
1
Ayadi, Kafia
1
Behrens, Stefan
1
Bindroo, Vishal
1
Biraglia, Alessandro
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Boronczyk, Felix
1
Bravo, Rafael
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Brengman, Malaika
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Bóveda-Lambie, Adriana
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1
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1
Dall'Olmo Riley, Francesca
1
Dawar, Niraj
1
Ding, Yi
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Donthu, Naveen
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Feng, Wenting
1
Gerrath, Maximilian H. E. E.
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Geuens, Maggie
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Harris, Eric G.
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He, Hongwei
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Hultman, Magnus
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Iversen, Nina Marianne
1
Janssens, Wim
1
Ke, Nianman
1
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Journal of advertising : official publication of the American Academy of Advertising
Journal of advertising research
Journal of business research : JBR
Journal of fashion marketing and management
The journal of brand management : an international journal
28
The journal of product & brand management
21
Psychology & marketing
17
European journal of marketing : EJM
12
Brand management ; Vol. 3
10
Journal of the Academy of Marketing Science
10
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
7
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology
7
Journal of marketing
7
Journal of retailing and consumer services
7
SpringerLink / Bücher
7
Gabler Edition Wissenschaft / Marken- und Produktmanagement
6
Journal of consumer research : JCR ; an interdisciplinary bimonthly
6
Journal of marketing management : MM
6
Journal of marketing research : JMR
6
Sport marketing quarterly : preferred journal of the Sport Marketing Association
6
The IUP journal of brand management : IJBRM
6
Marketing letters : a journal of research in marketing
5
Research
5
Industrial marketing management : the international journal for industrial and high-tech firms
4
International journal of advertising : the quarterly review of marketing communications
4
International journal of sport management and marketing : IJSMM
4
Journal of international consumer marketing
4
Reihe: Marketing : MAR
4
The journal of consumer marketing
4
The journal of product innovation management : an international publication of the Product Development & Management Association
4
AMS review : official publication of the Academy of Marketing Science
3
Australasian marketing journal
3
Erfolgsfaktoren der Markenführung : Know-how aus Forschung und Management
3
Innovatives Markenmanagement
3
International journal of hospitality management
3
International journal of sports marketing & sponsorship
3
International marketing review
3
Journal of retailing
3
Journal of service research : JSR
3
Marketing : ZFP ; journal of research and management
3
Marketing intelligence & planning
3
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ECONIS (ZBW)
31
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31
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1
Extension and customer reaction on sharing economy platforms : the role of customer inertia
Cao, Lanlan
;
Manthiou, Aikaterini
;
Ayadi, Kafia
- In:
Journal of business research : JBR
144
(
2022
),
pp. 513-522
Persistent link: https://www.econbiz.de/10013185005
Saved in:
2
Can dissimilarity in product category be an opportunity for cross-gender brand extension?
Yuen, Tsunwai Wesley
;
Nieroda, Marzena
;
He, Hongwei
; …
- In:
Journal of business research : JBR
135
(
2021
),
pp. 348-357
Persistent link: https://www.econbiz.de/10012647876
Saved in:
3
Extending B2B brands into the B2C market : whether, when, and how brands should emphasize B2B industry background
Zhou, Zhimin
;
Ding, Yi
;
Feng, Wenting
;
Ke, Nianman
- In:
Journal of business research : JBR
130
(
2021
),
pp. 364-375
Persistent link: https://www.econbiz.de/10012544812
Saved in:
4
Branding the hotel industry : the effect of step-up versus step-down brand extensions
Hultman, Magnus
;
Papadopoulou, Christina
;
Oghazi, Pejvak
; …
- In:
Journal of business research : JBR
124
(
2021
),
pp. 560-570
Persistent link: https://www.econbiz.de/10012493927
Saved in:
5
The company you keep : brand image transfer in concurrent event sponsorship
Boronczyk, Felix
;
Breuer, Christoph
- In:
Journal of business research : JBR
124
(
2021
),
pp. 739-747
Persistent link: https://www.econbiz.de/10012494013
Saved in:
6
How less congruent new products drive brand engagement : the role of curiosity
Gerrath, Maximilian H. E. E.
;
Biraglia, Alessandro
- In:
Journal of business research : JBR
127
(
2021
),
pp. 13-24
Persistent link: https://www.econbiz.de/10012494346
Saved in:
7
The differentiated impact of perceived brand competence type of brand extension evaluation
Wang, Haizhong
;
Liu, Di
- In:
Journal of business research : JBR
117
(
2020
),
pp. 400-410
Persistent link: https://www.econbiz.de/10012286528
Saved in:
8
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:
9
Reciprocal transfer of brand identity and image associations arising from higher education brand extensions
Yuan, Ruizhi
;
Liu, Martin J.
;
Luo, Jun
;
Yen, Dorothy A.
- In:
Journal of business research : JBR
69
(
2016
)
8
,
pp. 3069-3076
Persistent link: https://www.econbiz.de/10011507919
Saved in:
10
The hidden factors behind sponsorship and image transfer : considerations for bilateral image transfer among sponsors and events
Prendergast, Gerard P.
;
Paliwal, Aishwarya
;
Mazodier, Marc
- In:
Journal of advertising research
56
(
2016
)
2
,
pp. 132-135
Persistent link: https://www.econbiz.de/10011518004
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