unrecognized brands? A reasonable consumer should value reputation; however, it is also sensible to put a heavyweight on brand … recognition. To investigate this question, the authors study consumers' inferences about brand quality for products in three … frequency of encountering a brand dominates what people profess to know about it. The authors explore the ecological rationality …

significant effect on product and brand character recognition, Product-Brand Character Association and brand preference. The …

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 …

. Jedoch sind trotz der hohen Relevanz der Markenpersönlichkeit für das Markenimage bisher keine Erkenntnisse bezüglich des …Numerous studies have investigated how brand characteristics influence brand extendibility (i.e., the extent to which a … brand can be used to introduce brand extensions that yield positive brand outcomes). However, despite the high relevance of …

competition between the retailers store brand (SB) and a manufacturers national brand (NB). In our model, there is ex …

The present study aims to meet the need for a refinement of the consumer-based brand equity scale and to address the … limitations of the previous research on the subject. Based on previous measurements of brand equity, CBBE is conceptualized in … this study as a four-dimensional model consisting of brand awareness, brand association, perceived quality, and brand …