Brand communities offer effective means to achieve favorable brand outcomes, such as enhanced consumer brand loyalty. But what drives brand community success, and how can managers evaluate their communities' performance? Based on Muñiz and O'Guinn (2001) the existing literature suggests high...

Research into brand extensions has mainly focused on consumers' extension evaluations without considering an important financial implication: the ability of the extension product to charge a price premium. This study analyzes (1) the extent to which consumers are willing to pay a price premium...