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Brand concept maps : a methodology for identifying brand association networks ; Report No. 05-112
John, Deborah Roedder; Loken, Barbara; Kim, Kyeongheui; … - In: MSI reports : working paper series (2005) 3, pp. 41-65
Persistent link: https://www.econbiz.de/10003201705
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What makes brands elastic? : the influence of brand concept and styles of thinking on brand extension evaluation
Monga, Alokparna Basu; John, Deborah Roedder - In: Journal of marketing 74 (2010) 3, pp. 80-92
Persistent link: https://www.econbiz.de/10008822088
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Value instantiation : how to overcome the value conflict in promoting luxury brands with CSR initiatives
Park, Ji Kyung; Torelli, Carlos J.; Monga, Alokparna Basu; … - In: Marketing letters : a journal of research in marketing 30 (2019) 3/4, pp. 307-319
Persistent link: https://www.econbiz.de/10012144813
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Blending cobrand personalities : an examination of the complex self
Monga, Alokparna Basu; Lau-Gesk, Loraine - In: Journal of marketing research : JMR 44 (2007) 3, pp. 389-400
Persistent link: https://www.econbiz.de/10003547592
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Doing poorly by doing good : corporate social responsibility and brand concepts
Torelli, Carlos J.; Monga, Alokparna Basu; Kaikati, … - In: Journal of consumer research : JCR ; an … 38 (2011/12) 5, pp. 949-963
Persistent link: https://www.econbiz.de/10009501079
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Brand relationships and self
Swaminathan, Vanitha; Monga, Alokparna Basu - In: The Routledge companion to identity and consumption, (pp. 357-365). 2013
Persistent link: https://www.econbiz.de/10009700269
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The influence of mating mind-sets on brand extension evaluation
Monga, Alokparna Basu; Gürhan-Canli, Zeynep - In: Journal of marketing research : JMR 49 (2012) 4, pp. 581-593
Persistent link: https://www.econbiz.de/10009580801
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The asymmetric effect of portfolio and image abstractness
Stoner, Jennifer L.; Torelli, Carlos J.; Monga, … - In: The journal of product & brand management 26 (2017) 5, pp. 503-515
Persistent link: https://www.econbiz.de/10011778299
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How life-role transitions shape consumer responses to brand extensions
Su, Lei; Monga, Alokparna Basu; Jiang, Yuwei - In: Journal of marketing research 58 (2021) 3, pp. 579-594
Persistent link: https://www.econbiz.de/10012521455
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When being good backfires : overcoming misfits between brand and corporate social responsibility
Monga, Alokparna Basu - In: Rutgers business review 5 (2020) 2, pp. 153-158
Persistent link: https://www.econbiz.de/10012390222