Purpose – The paper seeks to discuss and analyse the nature of place umbrella brands and the role such brands play in promotion of a country, a region, or a city. The purpose is also to identify some salient success criteria of provenance associations as core values of place umbrella brands....

Purpose – Consumers' evaluations of brand extensions have gained considerable attention in the marketing literature. The purpose of this study is to investigate how a brand's perceived global or local origin impacts evaluations of brand extensions and creates transfer effects of brand meaning....

Purpose – The aim of this paper is to examine the impact of perceived fit, brand type and country's culture on the consumers' attitude towards brand extensions and on the parent brand equity. Design/methodology/approach – Data were collected in three European countries: Spain, UK, and...

Purpose – This paper seeks to examine expansions of online brands into the offline market via brand extensions and via brand alliances. Specifically, it aims to compare the formation of reciprocal spillover effects for both strategies. Design/methodology/approach – Empirical survey data are...

This paper studies the expansion of an online brand towards an offline product category through brand extensions and alliances. Specifically, it analyses the effects on the online brand image as a consequence of this expansion, and it analyses them under different conditions of image and fit. An...