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Modeling the brand extensions' influence on brand image
Martínez Salinas, Eva; Pina Pérez, José Miguel - In: Journal of business research : JBR 62 (2009) 1, pp. 50-60
Persistent link: https://www.econbiz.de/10008162091
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Modeling the brand extensions' influence on brand image
Martínez Salinas, Eva; Pina Pérez, José Miguel - In: Journal of business research : JBR 62 (2009) 1, pp. 50-61
Persistent link: https://www.econbiz.de/10008891851
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Modeling the brand extensions' influence on brand image
Martínez Salinas, Eva; Pérez, Pina; Miguel, José - In: Journal of Business Research 62 (2009) 1, pp. 50-60
Brand-extension strategies enhance success chances of new products, even though they expose brand image to dilution risks. The present work analyzes how brand-extension evaluation can affect the current brand image and proposes a theoretical model formed by five main factors related to brand...
Persistent link: https://www.econbiz.de/10005465981
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Seven Building Blocks of Brands
Chernatony, Leslie de - In: Management today (1993), pp. 66-69
Persistent link: https://www.econbiz.de/10006414481
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Exploring the Development of Lifestyle Retail Brands
Helman, Deborah; Chernatony, Leslie de - In: The service industries journal 19 (1999) 2, pp. 49-68
Persistent link: https://www.econbiz.de/10007337475
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Internal brand building and structuration: the role of leadership
Vallaster, Christine; Chernatony, Leslie de - In: European journal of marketing : EJM 40 (2006) 7, pp. 761-784
Persistent link: https://www.econbiz.de/10007271135
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Surfacing values tension in corporate brands
Chernatony, Leslie de - In: Thexis : Fachzeitschrift für Marketing ; … 22 (2005) 1, pp. 18-20
Persistent link: https://www.econbiz.de/10006017775
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The effect of service brand extensions on corporate image: An empirical model
Pina, Jose M.; Martinez, Eva; Chernatony, Leslie de; … - In: European journal of marketing : EJM 40 (2006) 1-2, pp. 174-197
Persistent link: https://www.econbiz.de/10006075539
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The criteria for successful services brands
Chernatony, Leslie de; Segal-Horn, Susan - In: European journal of marketing : EJM 37 (2003) 7, pp. 1095-1118
Persistent link: https://www.econbiz.de/10006083712
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Corporate branding and corporate brand performance
Harris, Fiona; Chernatony, Leslie de - In: European journal of marketing : EJM 35 (2001) 3-4, pp. 441-456
Persistent link: https://www.econbiz.de/10006091192