Narrow search
Showing 1 - 10 of 35,319
Cover Image
The effects of nostalgia marketing on consumers' brand extension evaluation
Jun, Sung Youl; Park, Hye Kyung; Kim, Kyung Ho - In: The journal of brand management : an international journal 29 (2022) 3, pp. 271-286
Persistent link: https://www.econbiz.de/10013270422
Cover Image
The company you keep : brand image transfer in concurrent event sponsorship
Boronczyk, Felix; Breuer, Christoph - In: Journal of business research : JBR 124 (2021), pp. 739-747
Persistent link: https://www.econbiz.de/10012494013
Cover Image
Salvatore Ferragamo : brand heritage as main vector of brand extension and internationalization
Ostillio, Maria Carmela; Ghaddar, Sarah - In: Fashion branding and communication : core strategies of …, (pp. 73-99). 2017
Persistent link: https://www.econbiz.de/10012498307
Cover Image
Measuring the effectiveness of the communication strategy by using Brand Score Technique : a practitioner study
Srivastava, Rajesh - In: Measuring business excellence : the journal of … 20 (2016) 3, pp. 26-41
Persistent link: https://www.econbiz.de/10011688980
Cover Image
Does eWOM matter to brand extension? : an examination of the impact of online reviews on brand extension evaluations
Liu, Xin; Hu, Jing; Xu, Bing - In: Journal of research in interactive marketing : … 11 (2017) 3, pp. 232-245
Persistent link: https://www.econbiz.de/10011779143
Cover Image
The role of parent brand creating loyalty and acceptance toward premium extended wine brand : a cross-national study
Le, Hoang T. P. M.; Ren, Tianbao; Park, Jungkun - In: International journal of wine business research 35 (2023) 4, pp. 538-560
Persistent link: https://www.econbiz.de/10014432818
Cover Image
Unternehmensinterne Erfolgsfaktoren von Markentransfers : Eine ressourcenorientierte Betrachtung von weiten Markentransfers
Baumüller, Nicole (contributor) - 2008
Obwohl sich die wirtschaftswissenschaftliche Forschung seit Jahren eingehend mit dem Themenkomplex Markentransfer …
Persistent link: https://www.econbiz.de/10013516996
Cover Image
Expanding the boundary of brand extensions through brand relationship quality
Arikan, Esra; Yılmaz, Çengiz; Bodur, Muzaffer - In: Journal of business economics and management 17 (2016) 6, pp. 930-944
Persistent link: https://www.econbiz.de/10011625922
Cover Image
Investigating determinants of brand extension success in a fit and a non-fit scenario
Knoerzer, Katharina; Millemann, Jan Andre - In: International journal of technology marketing : IJTMkt 15 (2021) 4, pp. 379-398
Persistent link: https://www.econbiz.de/10012693543
Cover Image
How loyalty extends across product categories
Grasby, Alicia; Corsi, Armando; Dawes, John; Driesener, Carl - In: Journal of consumer behaviour 21 (2022) 1, pp. 153-163
Persistent link: https://www.econbiz.de/10012814006