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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
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Understanding cross-product purchase intention in an IT brand extension context
Guo, Yue; Zhu, Ying; Barnes, Stuart J.; Bao, Yongchuan; … - In: Psychology & marketing 35 (2018) 6, pp. 392-411
Persistent link: https://www.econbiz.de/10011970130
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The study of brand extension among generation Y in the Indian market
Joshi, Richa; Yadav, Rajan - In: International journal of Indian culture and business … 19 (2019) 3, pp. 339-353
Persistent link: https://www.econbiz.de/10012145973
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Exchange versus communal : how brand relationship types affect brand extension evaluation
Jiang, Hui; Wang, Kaichao; Bian, Jiahui; Chen, Yuangao; … - In: Journal of relationship marketing : innovations and … 23 (2024) 1, pp. 47-75
Persistent link: https://www.econbiz.de/10014514527
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NPS spillover in brand extensions : an empirical study
Cho, Jihoon; Walker, Doug; Nowlin, Edward L. - In: International journal of market research 66 (2024) 2/3, pp. 359-371
Persistent link: https://www.econbiz.de/10014584493
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Brand image evaluations : the interactive roles of country of manufacture, brand concept, and vertical line extension type
Allman, Helena F.; Fenik, Anton P.; Hewett, Kelly; … - In: Journal of international marketing 24 (2016) 2, pp. 40-61
Persistent link: https://www.econbiz.de/10011500436
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To extend or not extend a human brand : an analysis of perceived fit and attitudes toward athlete brand extensions
Walsh, Patrick; Williams, Antonio - In: Journal of sport management : the official journal of … 31 (2017) 1, pp. 44-60
Persistent link: https://www.econbiz.de/10011669258
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The impact of repeated ad exposure on spillover from low fit extensions to a global brand
Lane, Vicki R.; Fastoso, Fernando - In: International marketing review 33 (2016) 2, pp. 298-318
Persistent link: https://www.econbiz.de/10011518668
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Strategic benefits of low fit brand extensions : when and why?
Chun, HaeEun Helen; Park, C. Whan; Eisingerich, Andreas B; … - In: Journal of consumer psychology : JCP : the official … 25 (2015) 4, pp. 577-595
Persistent link: https://www.econbiz.de/10011411181
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Extending B2B brands into the B2C market : whether, when, and how brands should emphasize B2B industry background
Zhou, Zhimin; Ding, Yi; Feng, Wenting; Ke, Nianman - In: Journal of business research : JBR 130 (2021), pp. 364-375
Persistent link: https://www.econbiz.de/10012544812