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~person:"Bellman, Steven"
~subject:"Brand extension"
~subject:"Media usage"
~subject:"United States"
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Brand extension
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Bellman, Steven
Kaiser, Harry M.
10
Mueller, Barbara
9
Diehl, Sandra
8
Cheong, Yunjae
7
Wilbur, Kenneth C.
7
Calder, Bobby J.
5
Hartmann, Wesley R.
5
Kim, Kihan
5
Liaukonyte, Jura
5
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5
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4
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4
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4
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4
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4
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4
Muehling, Darrel D.
4
Okazaki, Shintaro
4
Pelsmacker, Patrick de
4
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4
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4
Weinberger, Marc G.
4
Zheng, Yuqing
4
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3
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3
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3
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3
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3
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3
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3
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3
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3
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Journal of advertising research
1
Journal of business research : JBR
1
Journal of consumer marketing
1
Journal of marketing communications
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ECONIS (ZBW)
4
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1
How best to advertise low-fit brand extensions : a construal level theory perspective
Saeed, Muhammad Rashid
;
Lee, Richard
;
Lockshin, Lawrence S.
- In:
Journal of consumer marketing
41
(
2024
)
1
,
pp. 94-109
Persistent link: https://www.econbiz.de/10014471245
Saved in:
2
Viewing time as a cross-media metric : comparing viewing time for video advertising on television and online
Bellman, Steven
;
Beal, Virginia
;
Wooley, Brooke
;
Varan, …
- In:
Journal of business research : JBR
120
(
2020
),
pp. 103-113
Persistent link: https://www.econbiz.de/10012417105
Saved in:
3
Limited-interruption advertising in digital-video content
Brechman, Jean
;
Bellman, Steven
;
Rask, Amy
;
Varan, Duane
- In:
Journal of advertising research
56
(
2016
)
3
,
pp. 289-298
Persistent link: https://www.econbiz.de/10011595681
Saved in:
4
How coviewing reduces the effectiveness of TV advertising
Bellman, Steven
;
Rossiter, John R.
;
Schweda, Anika
; …
- In:
Journal of marketing communications
18
(
2012
)
5
,
pp. 363-378
Persistent link: https://www.econbiz.de/10009673789
Saved in:
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