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Strategic benefits of low fit brand extensions : when and why?

Chun, HaeEun Helen; Park, C. Whan; Eisingerich, Andreas B; … - In: Journal of consumer psychology : JCP : the official … 25 (2015) 4, pp. 577-595

Persistent link: https://www.econbiz.de/10011411181

Strategic brand concept-image management

Park, C. Whan; Jaworski, Bernard J.; MacInnis, Deborah J. - 2010

Persistent link: https://www.econbiz.de/10003924111

Evaluation of brand extensions : the role of product feature similarity and brand concept consistency

Park, C. Whan; Milberg, Sandra; Lawson, Robert - 2010

Persistent link: https://www.econbiz.de/10003924413

From brand aversion or indifference to brand attachment : authors' response to commentaries to Park, Eisingerich, and Park's brand attachment-aversion model

Park, C. Whan; Eisingerich, Andreas B; Park, Jason Whan - In: Journal of consumer psychology : JCP : the official … 23 (2013) 2, pp. 269-274

Persistent link: https://www.econbiz.de/10009766839

Relating badly to brands

Fournier, Susan; Alvarez, Claudio - In: Journal of consumer psychology : JCP : the official … 23 (2013) 2, pp. 253-264

Persistent link: https://www.econbiz.de/10009766849

Handbook of brand relationships

MacInnis, Deborah J. (ed.); Park, C. Whan (contributor); … - 2009

Persistent link: https://www.econbiz.de/10013530657

Handbook of brand relationships

MacInnis, Deborah J. (contributor); … - 2015

pt. 1. Fundamental issues in brand relationships -- pt. 2. Goals, needs, and motives that foster brand relationships … -- pt. 3. Brand meaning and meaning makers -- pt. 4. Psychological and behavioral effects of strong brand relationships …

Persistent link: https://www.econbiz.de/10014499894

Strategic brand concept-image management

Park, C. Whan - In: Journal of marketing 50 (1986) 4, pp. 135-145

Persistent link: https://www.econbiz.de/10001013452

Brand forgiveness : how close brand relationships influence forgiveness

Donovan, Leigh Anne Novak; Priester, Joseph R.; … - In: Consumer-brand relationships : theory and practice, (pp. 184-203). 2012

Persistent link: https://www.econbiz.de/10009739818

The consumer psychology of customer-brand relationships : extending the AA relationship model

Schmitt, Bernd - In: Journal of consumer psychology : JCP : the official … 23 (2013) 2, pp. 249-252

Persistent link: https://www.econbiz.de/10009766853