Purpose The purpose of this study is to review and summarise the current body of literature on brand extension feedback effects and to identify which research issues are inhibiting advancement in this stream of literature. Based on this analysis, suggestions for future research are provided....

Purpose Sometimes consumers express their enthusiasm for a brand by creating brand extensions, products or services in new categories that are closely affiliated with the “parent” brand. This paper aims to examine the positive or negative impact that consumer-generated brand extensions...

Purpose In the highly saturated sports industry where sport teams represent a complex offering loaded with intangible and tangible attributes, it is important to implement appropriate marketing strategies that will ultimately contribute to the development of strong brand equity. In this paper,...

Purpose The purpose of this paper is to examine the relationship between growth in social media engagement, as defined by annual percentage increase in Facebook Likes and Twitter Followers, of US college athletics departments and outcome metrics of attendance and ticket revenue....

Purpose – The purpose of this paper is to investigate the predicting roles of extension naming strategies and categorical fit on the transfer of brand personality from a parent brand to its extension brand. Extension naming strategies include direct and indirect naming, while categorical fit...

Purpose – There is debate and controversy about the use of branding in sport. Often, fans show loyalty to their club that many brands could only dream of, and a key argument of previous research is that supporters do not like to think of their club in commercial terms, as a brand. However, the...

Purpose – This research aims to investigate effect of consumer creativity on their evaluations of brands. Consumers’ creative participation is often used by online retailers as a promotional tool nowadays. The authors propose that consumer creativity exerts a positive impact on brand...