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~subject:"Markenführung"
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Markenführung
Brand extensions
146
Brand management
76
Consumer behaviour
70
Brand extension
55
Markentransfer
55
Brand image
50
Konsumentenverhalten
46
Markenimage
33
Brand
18
Brand equity
18
Markenartikel
18
Brands
17
brand extensions
17
New product development
16
Theorie
16
Theory
15
Innovation
12
extensions
12
Marketing strategy
11
Luxury goods
10
Luxusgüter
10
Brand identity
9
Brand loyalty
9
Produktentwicklung
9
Line extensions
8
Marketing management
8
Marketingmanagement
8
Advertising
7
Consumers
7
Präferenztheorie
7
Brand Extensions
6
Consumer goods
6
Marketing
6
Perception
6
Product management
6
Theory of preferences
6
Arbeitslosenversicherung
5
Game theory
5
Luxury
5
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Undetermined
34
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1
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Article
56
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1
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55
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55
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1
Graue Literatur
1
Non-commercial literature
1
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1
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English
57
Author
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Boisvert, Jean
3
Alvarez, Cecilia M. O.
2
Keller, Kevin Lane
2
Miniard, Paul W.
2
Palmeira, Mauricio
2
Pontes, Nicolas
2
Ramanathan, Jayasankar
2
Veg-Sala, Nathalie
2
Velayudhan, Sanal Kumar
2
Aguirre-Rodriguez, Alexandra
1
Areni, Charles Scott
1
Ashill, Nicholas J.
1
Ashill, Nicholas Jeremy
1
Ashraf, Rohail
1
Athanasopoulou, Pinelopi
1
Aulōnitēs, Geōrgios I.
1
Bapat, Dhananjay
1
Bettman, James R.
1
Bezawada, Ram
1
Bhattacharyya, Siddhartha
1
Biraglia, Alessandro
1
Blut, Markus
1
Bohlmann, Jonathan D.
1
Brandstätter, Marion
1
Bóveda-Lambie, Adriana
1
Bündgen, Karolin
1
Cambra-Fierro, Jesús
1
Castillo, Ernesto del
1
Centeno, Edgar
1
Chattaraman, Veena
1
Chaudhury, Amita
1
Chawdhary, Rahul
1
Chun, HaeEun Helen
1
Claren, Saskia
1
Cuneo, Andres
1
Cutright, Keisha M.
1
Deng, Qian
1
Dickson, Peter R.
1
Dimitriu, Radu
1
Dwivedi, Abhishek
1
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The journal of brand management : an international journal
8
Journal of business research : JBR
5
Journal of the Academy of Marketing Science
4
The journal of product & brand management
4
AMS review : official publication of the Academy of Marketing Science
2
European journal of marketing : EJM
2
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
2
Journal of consumer psychology : JCP ; the official journal of the Society for Consumer Psychology
2
Marketing intelligence & planning
2
Australasian marketing journal
1
Eurasian business review
1
Global journal of business management : GJBM
1
Industrial marketing management : the international journal for industrial and high-tech firms
1
International journal of sports marketing & sponsorship
1
International marketing review
1
Journal of Indian business research
1
Journal of business economics : JBE
1
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology
1
Journal of customer behaviour
1
Journal of fashion marketing and management
1
Journal of marketing
1
Journal of marketing research
1
Journal of marketing research : JMR
1
Journal of retailing and consumer services
1
Journal of service theory and practice : JSTP
1
Journal of strategic marketing
1
Management science : journal of the Institute for Operations Research and the Management Sciences
1
Marketing : ZFP ; journal of research and management
1
Marketing theory
1
Measuring business excellence : the journal of organizational performance management
1
Paradigm : the journal of Institute of Management Technology
1
Psychology & marketing
1
Qualitative market research : an international journal
1
Rotman School of Management working paper / University of Toronto Rotman School of Management
1
The journal of consumer marketing
1
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ECONIS (ZBW)
57
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1
Antecedents of the attitude toward the athlete celebrities' human brand
extensions
Koo, Jakeun
- In:
International journal of sports marketing & sponsorship
23
(
2022
)
2
,
pp. 241-258
Persistent link: https://www.econbiz.de/10013369887
Saved in:
2
Brand extension failure and parent brand penalty : the role of implicit theories
Jain, Shailendra Pratap
;
Mathur, Pragya
;
Isaac, Mathew S.
; …
- In:
Journal of consumer psychology : JCP ; the official …
34
(
2024
)
1
,
pp. 49-65
Persistent link: https://www.econbiz.de/10014470743
Saved in:
3
Co-branding as a masstige strategy for luxury brands : desirable or not?
Quamina, La Toya
;
Xue, Melanie Tao
;
Chawdhary, Rahul
- In:
Journal of business research : JBR
158
(
2023
),
pp. 1-14
Persistent link: https://www.econbiz.de/10014281177
Saved in:
4
Re-thinking brand extension theory : parents, siblings and off-spring or landlords and tenants?
Hede, Anne-Marie
;
Kerrigan, Finola
;
Thyne, Maree
- In:
Marketing theory
23
(
2023
)
2
,
pp. 249-265
Persistent link: https://www.econbiz.de/10014293961
Saved in:
5
Buyer perceptions of corporate brand extension attractiveness and fit in B2B services
Sarasvuo, Sonja
;
Liljander, Veronica
;
Haahtela, Kari
- In:
Industrial marketing management : the international …
115
(
2023
),
pp. 69-85
Persistent link: https://www.econbiz.de/10014454778
Saved in:
6
Parent brand susceptibility to negative feedback effects from brand
extensions
: a meta-analysis of experimental consumer findings
Milberg, Sandra J.
;
Cuneo, Andres
;
Silva, Monica
; …
- In:
Journal of consumer psychology : JCP ; the official …
33
(
2023
)
1
,
pp. 21-44
Persistent link: https://www.econbiz.de/10014289714
Saved in:
7
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:
8
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:
9
Leveraging cofollowership patterns on social media to identify brand alliance opportunities
Malhotra, Pankhuri
;
Bhattacharyya, Siddhartha
- In:
Journal of marketing
86
(
2022
)
4
,
pp. 17-36
Persistent link: https://www.econbiz.de/10013258862
Saved in:
10
Dimensions of brand-extension fit
Deng, Qian
;
Messinger, Paul R.
- In:
International journal of research in marketing : IJRM ; …
39
(
2022
)
3
,
pp. 764-787
Persistent link: https://www.econbiz.de/10013399607
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