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Position matters when we stand together : a linguistic perspective on composite brand extensions
Tsai, Meng-Chun; Lou, Yung-Chien; Bei, Lien-ti; Monroe, … - In: Journal of the Academy of Marketing Science 42 (2014) 6, pp. 680-701
Persistent link: https://www.econbiz.de/10010466638
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Ingredient branding and feedback effects : the impact of product outcomes, initial parent brand strength asymmetry, and parent brand role
Radighieri, Jeffrey P.; Mariadoss, Babu John; … - In: Marketing letters : a journal of research in marketing 25 (2014) 2, pp. 123-138
Persistent link: https://www.econbiz.de/10010367219
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Does an expanded brand user base of co-branded advertising help ad-memorability?
Nguyen, Cathy; Romaniuk, Jenni; Faulkner, Margaret; … - In: International journal of market research : JMRS ; the … 60 (2018) 4, pp. 366-379
Persistent link: https://www.econbiz.de/10011919262
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From endorsement to celebrity co-branding : personality transfer
Ambroise, Laure; Pantin-Sohier, Gaëlle; … - In: The journal of brand management : an international journal 21 (2014) 4, pp. 273-285
Persistent link: https://www.econbiz.de/10010362940
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Co-branding strategy in cause-related advertising : the fit between brand and cause
Huertas-García, Rubén; Lengler, Jorge; … - In: The journal of product & brand management 26 (2017) 2, pp. 135-150
Persistent link: https://www.econbiz.de/10011700738
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Perceived globalness and localness in B2B brands : a co-branding perspective
Mohan, Mayoor; Brown, Brian P.; Sichtmann, Christina; … - In: Industrial marketing management : the international … 72 (2018), pp. 59-70
Persistent link: https://www.econbiz.de/10011887285
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Expanding the boundary of brand extensions through brand relationship quality
Arikan, Esra; Yılmaz, Çengiz; Bodur, Muzaffer - In: Journal of business economics and management 17 (2016) 6, pp. 930-944
Persistent link: https://www.econbiz.de/10011625922
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What goes around, comes around : reciprocal effects and double-sided moral hazard in the choice of brand licensing
Bacchiega, Emanuele; Colucci, Mariachiara; Magnani, Marco - 2019
Extending a brand beyond its original product category is a major strategy for long-term profitability. A brand owner … can internalize the development of the extension product, or license the brand to an external partner in order to exploit … the licensee’s better capabilities and higher efficiency on the targeted market. Brand extension is characterized by the …
Persistent link: https://www.econbiz.de/10012110428
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The study of brand extension among generation Y in the Indian market
Joshi, Richa; Yadav, Rajan - In: International journal of Indian culture and business … 19 (2019) 3, pp. 339-353
Persistent link: https://www.econbiz.de/10012145973
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Understanding cross-product purchase intention in an IT brand extension context
Guo, Yue; Zhu, Ying; Barnes, Stuart J.; Bao, Yongchuan; … - In: Psychology & marketing 35 (2018) 6, pp. 392-411
Persistent link: https://www.econbiz.de/10011970130