Extensions as forms of new product development strategy have been discussed to a great extent during the last decade, however, there have been limited reviews of the literature. This article reassesses the work on brand and line extensions and integrates it into a conceptual framework. The...

Purpose – To investigate empirically the impact of brand extensions on brand personality, using Aaker's scale to measure the latter. Design/methodology/approach – Experimental study manipulating extension fit (good/poor fit), controlling for brand familiarity and including a control group....

Full-text of this article is not available in this e-prints service. This article was originally published following peer-review in European Journal of Marketing, published by and copyright Emerald.

Purpose – The paper seeks to examine the role of corporate identity in UK clothing retail organisations, focusing on the “fast fashion” sector. The aim is to analyse the “gap” between desired identity and perceived identity within the sector. Design/methodology/approach – An...

Purpose – The purpose of this short article is to outline a research agenda to further our understanding of how retail areas are influenced by, and adapt to, change. This is part of an Economic and Social Research Council-funded project High Street UK 2020. Design/methodology/approach – We...