Numerous studies have investigated how brand characteristics influence brand extendibility (i.e., the extent to which a … brand can be used to introduce brand extensions that yield positive brand outcomes). However, despite the high relevance of … brand personality for brand image, no insights are available so far on the impact of brand personality on brand …

Forschung in den Bereichen Konsumentenverhalten und Nachhaltigkeit hat bereits eine sogenannte Value-Action-Lücke ermittelt, die …