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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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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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An experimental study on the effect of brand and brand extension on omission neglect
Lopes, Evandro Luiz; Silva, Dirceu da; Costa Hernandez, … - In: Journal of international consumer marketing 26 (2014) 3, pp. 201-216
Persistent link: https://www.econbiz.de/10010380445
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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
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Strategic brand management in emerging markets : consumer perceptions of brand extensions
Ozretić Došen, Đurđana; Brlic, Marta; Komarac, Tanja - In: Organizations and markets in emerging economies 9 (2018) 1, pp. 135-153
The purpose of this paper is to examine consumers’ perceptions of the parent brand and their attitudes towards the … brand extensions by exploratory researching the topic in the new context of one emerging European market. Theoretical part … gives a comprehensive description and analysis of the main features of the brand extension strategy. The purpose of the …
Persistent link: https://www.econbiz.de/10012193840
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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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Exchange versus communal : how brand relationship types affect brand extension evaluation
Jiang, Hui; Wang, Kaichao; Bian, Jiahui; Chen, Yuangao; … - In: Journal of relationship marketing : innovations and … 23 (2024) 1, pp. 47-75
Persistent link: https://www.econbiz.de/10014514527
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Only the ugly face? : a theoretical model of brand dilution
Bacchiega, Emanuele; Colucci, Mariachiara; Denicolò, … - In: Management science : journal of the Institute for … 70 (2024) 5, pp. 3182-3199
Persistent link: https://www.econbiz.de/10014551119
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Brand image evaluations : the interactive roles of country of manufacture, brand concept, and vertical line extension type
Allman, Helena F.; Fenik, Anton P.; Hewett, Kelly; … - In: Journal of international marketing 24 (2016) 2, pp. 40-61
Persistent link: https://www.econbiz.de/10011500436
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To extend or not extend a human brand : an analysis of perceived fit and attitudes toward athlete brand extensions
Walsh, Patrick; Williams, Antonio - In: Journal of sport management : the official journal of … 31 (2017) 1, pp. 44-60
Persistent link: https://www.econbiz.de/10011669258