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Does poor fit always lead to negative evaluations? : extension advertising and perceived brand quality
Dens, Nathalie; Pelsmacker, Patrick de - In: International journal of advertising : the quarterly … 35 (2016) 3, pp. 465-485
Persistent link: https://www.econbiz.de/10011567066
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Policy transfer of branding and reputation management : motivations, challenges, and opportunities for a small rural municipality
Lockert, Åshild Skjegstad; Bjørnå, Hilde; Krane, … - In: Public performance & management review 43 (2020) 2, pp. 461-482
Persistent link: https://www.econbiz.de/10012206190
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Examining the step-up brand extensions of budget hotels : the reciprocal spillover effects
Ye, Shun; Wu, Linfeng; Paek, Soyon - In: The Cornell hospitality quarterly 61 (2020) 2, pp. 154-169
Persistent link: https://www.econbiz.de/10012210719
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Spillover effects in marketing : integrating core research domains
Raufeisen, Xenia; Wulf, Linda; Köcher, Sören; Faupel, Ulya - In: AMS review : official publication of the Academy of … 9 (2019) 3, pp. 249-267
Persistent link: https://www.econbiz.de/10012162451
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By-brand or by-category? : the effect of display format on brand extension evaluation
Zheng, Xiaoying; Baskin, Ernest; Dhar, Ravi - In: Journal of retailing 95 (2019) 3, pp. 76-85
Persistent link: https://www.econbiz.de/10012130009
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Pawning n00bs : insights into perceptions of brand extensions of the video game industry
Butcher, Luke; Tang, Ysobel; Phau, Ian - In: Australasian marketing journal 25 (2017) 3, pp. 215-224
Persistent link: https://www.econbiz.de/10011792004
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Comparing consumer evaluations of services-to-services brand extensions with services-to-goods
Ramanathan, Jayasankar; Velayudhan, Sanal Kumar - In: Marketing intelligence & planning 35 (2017) 7, pp. 877-891
Persistent link: https://www.econbiz.de/10011798060
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Does eWOM matter to brand extension? : an examination of the impact of online reviews on brand extension evaluations
Liu, Xin; Hu, Jing; Xu, Bing - In: Journal of research in interactive marketing : … 11 (2017) 3, pp. 232-245
Persistent link: https://www.econbiz.de/10011779143
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Customer-based brand equity in a technologically fast-paced, connected, and constrained environment
Gürhan-Canli, Zeynep; Hayran, Ceren; Sarial-Abi, Gülen - In: AMS review : official publication of the Academy of … 6 (2016) 1/2, pp. 23-32
Persistent link: https://www.econbiz.de/10011741474
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Transformation and rebirth of Chinese brands : a case from the hotel industry
Tan, Huimin; Wan, Fang; Qiu, Pingping - In: Journal of teaching in international business 28 (2017) 2, pp. 116-129
Persistent link: https://www.econbiz.de/10011780615