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The impact of perceived brand globalness, brand origin image, and brand origin-extension fit on brand extension success

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Advances in National Brand and Private Label Marketing : Fifth International Conference, 2018

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The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting … retailers, store brand managers and national brand managers. The three-day event covered a wide range of topics from varied …, cultural dimensions, sales promotions, brand equity, private label pricing, and dual branding – using a wide variety of …

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Lit up or dimmed down? : why, when, and how regret anticipation affects consumers' use of the global brand halo

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