Search Results - subject:"line extension"

Vertical line extension : a systematic review of research on upward and downward line extension

Schmitz, Anna-Karina; Brexendorf, Tim Oliver; … - In: The journal of product & brand management 32 (2023) 6, pp. 828-848

Persistent link: https://www.econbiz.de/10014315450

How to signal product variety on pack : an investigation of color and image cues

Ward, Ella; Romaniuk, Jenni; Trinh, Giang; Dawes, John; … - In: International journal of market research 66 (2024) 1, pp. 46-72

Persistent link: https://www.econbiz.de/10014584428

The influence of self-brand connection on consumer reactions to symbolic incongruency and perceived betrayal

Sayin, Eda; Gürhan-Canli, Zeynep - In: International journal of consumer studies 48 (2024) 2, pp. 1-16

Persistent link: https://www.econbiz.de/10014531536

The impact of Janus fit brand extensions on perceived brand innovativeness

Falana, Wuraola; Aspara, Jaakko; Frösén, Johanna - In: Journal of business research : JBR 179 (2024), pp. 1-17

Persistent link: https://www.econbiz.de/10014555854

From a role-playing game (RPG) to abrand : strategic implications from an over-two-decade case

Au, Cheuk Hang; Chou, Chih-Yuan; Ho, Kevin K. W. - In: Journal of organizational computing and electronic commerce 34 (2024) 3, pp. 190-212

Persistent link: https://www.econbiz.de/10015053176

Only the ugly face? : a theoretical model of brand dilution

Bacchiega, Emanuele; Colucci, Mariachiara; Denicolò, … - In: Management science : journal of the Institute for … 70 (2024) 5, pp. 3182-3199

Persistent link: https://www.econbiz.de/10014551119

Financial returns to corporate brand extensions : does typicality matter?

Sezen, Burcu; Hanssens, Dominique M. - In: Journal of marketing analytics : JMA 11 (2023) 3, pp. 287-296

Persistent link: https://www.econbiz.de/10014374831

A meta-analysis of brand extension success : the effects of parent brand equity and extension fit

Peng, Chenming; Bijmolt, Tammo H. A.; Völckner, Franziska - In: Journal of marketing 87 (2023) 6, pp. 906-927

Persistent link: https://www.econbiz.de/10014432740

Drivers of autonomous vehicles-analyzing consumer preferences for self-driving car brand extensions

Eggers, Felix; Eggers, Fabian - In: Marketing letters : a journal of research in marketing 33 (2022) 1, pp. 89-112

Persistent link: https://www.econbiz.de/10013184269

The Effects of the Brand Extension of Movies on Box Office Performance in the Korean Film Market

Kim, Hun; Chang, Byeng-Hee - 2022

This study intended to broaden the research on brand-extended film and contribute to the generalization of the theory by applying the concept of brand extension to the film industry. By applying multiple regression analysis, we can grasp the effect of movie performance predictors on the...

Persistent link: https://www.econbiz.de/10014084796

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