. Jedoch sind trotz der hohen Relevanz der Markenpersönlichkeit für das Markenimage bisher keine Erkenntnisse bezüglich des …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 …

reflected in high levels of brand equity ratings. A more rigid test of the relationship between brand coolness and brand equity …