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~isPartOf:"Journal of advertising research"
~isPartOf:"Journal of the Academy of Marketing Science"
~subject:"Event"
~subject:"Markenführung"
~subject:"Success factor"
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Brand extension
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Journal of advertising research
Journal of the Academy of Marketing Science
The journal of product & brand management
17
The journal of brand management : an international journal
15
Journal of business research : JBR
14
Brand management ; Vol. 3
8
European journal of marketing : EJM
8
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
6
Journal of retailing and consumer services
5
Psychology & marketing
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The IUP journal of brand management : IJBRM
5
Industrial marketing management : the international journal for industrial and high-tech firms
4
Journal of international consumer marketing
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
Gabler Edition Wissenschaft / Marken- und Produktmanagement
3
International marketing review
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Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology
3
Journal of fashion marketing and management
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Journal of marketing
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Journal of retailing
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Marketing intelligence & planning
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Marketing letters : a journal of research in marketing
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Reihe: Marketing : MAR
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SpringerLink / Bücher
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Vision : the journal of business perspective
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European research on management and business economics
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Fashion branding and communication : core strategies of European luxury brands
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Handbuch Produktmanagement : Strategieentwicklung - Produktplanung - Organisation - Kontrolle
2
International journal of Indian culture and business management
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International journal of advertising : the quarterly review of marketing communications
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International journal of business and globalisation : IJBG
2
International journal of market research : JMRS ; the journal of the Market Research Society
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ECONIS (ZBW)
8
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date (oldest first)
1
What brand do I use for my new product? : the impact of new product branding decisions on firm value
Kovalenko, Larisa
;
Sorescu, Alina
;
Houston, Mark B.
- In:
Journal of the Academy of Marketing Science
50
(
2022
)
2
,
pp. 338-365
Persistent link: https://www.econbiz.de/10012819760
Saved in:
2
Building a multi-category brand : when should distant brand extensions be introduced?
Parker, Jeffrey R.
;
Lehmann, Donald R.
;
Keller, Kevin Lane
- In:
Journal of the Academy of Marketing Science
46
(
2018
)
2
,
pp. 300-316
Persistent link: https://www.econbiz.de/10011844799
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
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
Saved in:
5
Position matters when we stand together : a linguistic perspective on composite brand extensions
Tsai, Meng-Chun
;
Lou, Yung-Chien
;
Bei, Lien-ti
;
Monroe, …
- In:
Journal of the Academy of Marketing Science
42
(
2014
)
6
,
pp. 680-701
Persistent link: https://www.econbiz.de/10010466638
Saved in:
6
The importance of reciprocal spillover effects for the valuation of bestseller brands : introducing and testing a contingency model
Kupfer, Ann-Kristin
;
Hennig-Thurau, Thorsten
;
Mathys, …
- In:
Journal of the Academy of Marketing Science
42
(
2014
)
2
,
pp. 205-221
Persistent link: https://www.econbiz.de/10010345183
Saved in:
7
The impact of perceived brand globalness, brand origin image, and brand origin-extension fit on brand extension success
Sichtmann, Christina
;
Diamantopoulos, Adamantios
- In:
Journal of the Academy of Marketing Science
41
(
2013
)
5
,
pp. 567-585
Persistent link: https://www.econbiz.de/10010126677
Saved in:
8
Perceptions versus performance when managing extensions : new evidence about the role of fit between a parent brand and an extension
Carter, Robert E.
;
Curry, David J.
- In:
Journal of the Academy of Marketing Science
41
(
2013
)
2
,
pp. 253-269
Persistent link: https://www.econbiz.de/10009736676
Saved in:
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