A key precept of brand extension theory is that brand extension, as opposed to new brand, reduces the risk of new … the dynamics of sales. In particular, in the movie industry—where brand extension takes the form of sequels—sequels' sales … confirming that new brand extensions are indeed less risky to consumers than new brands, our results also suggest that signaling …

information processing of store environments during a field experiment conducted in two single-brand fashion-apparel stores (i … (e.g., brand information) and underlying processes that explain consumer behavior in brand-manifesting situations in …, and behavioral responses that characterize consumer-brand interactions at relevant brand touchpoints in compulsive buying …