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Brand typicality and distant novel extension acceptance : how risk-reduction counters low category fit
Goedertier, Frank; Dawar, Niraj; Geuens, Maggie; … - In: Journal of business research : JBR 68 (2015) 1, pp. 157-165
Persistent link: https://www.econbiz.de/10010433154
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Brand crises : the roles of brand familiarity and crisis relevance in determining the impact on brand evaluations
Dawar, Niraj; Lei, Jing - In: Journal of business research : JBR 62 (2009) 4, pp. 509-516
Persistent link: https://www.econbiz.de/10003839901
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The Effects of Order and Direction on Multiple Brand Extensions
Dawar, Niraj; Anderson, Paul F. - In: Journal of business research : JBR 30 (1994) 2, pp. 119-130
Persistent link: https://www.econbiz.de/10006744791
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Brand crises: The roles of brand familiarity and crisis relevance in determining the impact on brand evaluations
Dawar, Niraj; Lei, Jing - In: Journal of business research : JBR 62 (2009) 4, pp. 509
Persistent link: https://www.econbiz.de/10008245096
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Brand crises: The roles of brand familiarity and crisis relevance in determining the impact on brand evaluations
Dawar, Niraj; Lei, Jing - In: Journal of business research : JBR 62 (2009) 4, pp. 509-517
Persistent link: https://www.econbiz.de/10008884842