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Can brand extension signal product quality?
Moorthy, Sridhar - In: Marketing science : the marketing journal of the … 31 (2012) 5, pp. 756-770
Persistent link: https://www.econbiz.de/10009665103
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Can Brand Extension Signal Product Quality?
Moorthy, Sridhar - 2012
the firm behind the brands. Even with these conditions in place, the signaling argument is fragile: firm observability of … past performance diminishes brand extension's signaling capability; an arbitrarily small probability of failure for good … than signaling product quality …
Persistent link: https://www.econbiz.de/10014039981
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Young consumers' evaluations of diffusion brands
Phau, Ian; Cheong, Edith - In: Young consumers : insight and ideas for responsible … 10 (2009) 3, pp. 210-224
Persistent link: https://www.econbiz.de/10003898956
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Extending downward is not always bad : perent brand evaluations after brand extension to higher and lower price and quality levels
Goetz, Daniela Maria; Faßnacht, Martin; Rumpf, Katia - In: The journal of brand management : an international journal 21 (2014) 4, pp. 303-324
Persistent link: https://www.econbiz.de/10010362936
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Consumer-brand relationship quality : when and how it helps brand extensions
Kim, Kyeongheui; Park, Jongwon; Kim, Jungkeun - In: Journal of business research : JBR 67 (2014) 4, pp. 591-597
Persistent link: https://www.econbiz.de/10010363454
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Does poor fit always lead to negative evaluations? : extension advertising and perceived brand quality
Dens, Nathalie; Pelsmacker, Patrick de - In: International journal of advertising : the quarterly … 35 (2016) 3, pp. 465-485
Persistent link: https://www.econbiz.de/10011567066
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Friend or Foe : The Impact of Line Extension Advertising and Perceived Quality on Parent Brand Sales
Carter, Robert E. - 2008
Introducing new products is both risky and critical to a company's success. To help mitigate these risks, the use of line extension strategies has become widespread, with some researchers reporting that 95% of new product introductions are extensions of current brands. Support for the use of...
Persistent link: https://www.econbiz.de/10014217679
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Factors influencing luxury service brand extension in a developing country
Ahn, Jiseon; Gao, Meiling - In: Journal of consumer marketing 41 (2024) 6, pp. 639-647
Persistent link: https://www.econbiz.de/10015078766
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When consumers learn, money burns : signaling quality via advertising with observational learning and word of mouth
Joshi, Yogesh V.; Musalem, Andrés - In: Marketing science : the marketing journal of the … 40 (2021) 1, pp. 168-188
Persistent link: https://www.econbiz.de/10012493751
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Exclusivity as a signal of quality in a market with word-of-mouth communication
Ashoori, Minoo Talebi; Schmidbauer, Eric; Stock, Axel - In: Review of marketing science 18 (2020) 1, pp. 99-115
Persistent link: https://www.econbiz.de/10012298680