Sichtmann, Christina; Schoefer, Klaus; Blut, Markus; … - In: European Journal of Marketing 51 (2017) 1, pp. 200-218
extensions, both to other services (service–service extensions) and to products (service–product extensions), and the extension … product and service extensions. Data were collected on three levels, namely, consumer level, parent brand level and extension … found to have stronger effects, whereas parent brand conviction was weaker in the context of service-to-service extensions …