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Fast fashion brand extensions : an empirical study of consumer preferences
Choi, Tsan-Ming; Liu, Na; Liu, Shuk-ching; Mak, Joseph; … - In: The journal of brand management : an international journal 17 (2009/10) 7, pp. 472-487
Persistent link: https://www.econbiz.de/10008652697
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How associations between products and numbers in brand names affect consumer attitudes : introducing multi-context numbers
Ozcan, Timucin; Gunasti, Kunter - In: The journal of brand management : an international journal 26 (2019) 2, pp. 176-194
Persistent link: https://www.econbiz.de/10012060058
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Free the brand : how a logo frame influences the potentiality of brand extensions
Chen, Yu-Shan Athena; Bei, Lien-ti - In: The journal of brand management : an international journal 26 (2019) 4, pp. 349-364
Persistent link: https://www.econbiz.de/10012060135
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Desingning and implementing brand architecture strategies
Keller, Kevin Lane - In: The journal of brand management : an international journal 21 (2014) 9, pp. 702-715
Persistent link: https://www.econbiz.de/10010514141
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The effects of sub-brands and brand name structure on extension evaluation : an empirical study based on Chinese culture
Chen, Tong; Ma, Ke; Zheng, Chundong; Wang, Han - In: The journal of brand management : an international journal 22 (2015) 8, pp. 695-713
Persistent link: https://www.econbiz.de/10011399863
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Brand name and consumer inference making in multigenerational product introduction context
Auh, Seigyoung; Shih, Eric - In: The journal of brand management : an international journal 16 (2008/09) 7, pp. 439-454
Persistent link: https://www.econbiz.de/10003858987
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Extending downward is not always bad : perent brand evaluations after brand extension to higher and lower price and quality levels
Goetz, Daniela Maria; Faßnacht, Martin; Rumpf, Katia - In: The journal of brand management : an international journal 21 (2014) 4, pp. 303-324
Persistent link: https://www.econbiz.de/10010362936
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The effects of price promotion depth on new and mature products
Choi, Sunhee; Friske, Wesley; Lee, Sangno; Wilcox, James B. - In: The journal of brand management : an international journal 21 (2014) 3, pp. 202-215
Persistent link: https://www.econbiz.de/10010347467
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Role of brand globalness in consumer evaluation of new product branding strategy
Punyatoya, Plavini; Sadh, Ashish; Mishra, Sushanta Kumar - In: The journal of brand management : an international journal 21 (2014) 2, pp. 171-188
Persistent link: https://www.econbiz.de/10010252610
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Towards the formation of consensus in the domain of co-branding : current findings and future priorities
Besharat, Ali; Langan, Ryan - In: The journal of brand management : an international journal 21 (2014) 2, pp. 112-132
Persistent link: https://www.econbiz.de/10010252620