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Consumer evaluations of brand extensions
Aaker, David A.; Keller, Kevin Lane - 2009
Persistent link: https://www.econbiz.de/10003784837
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Searching for boundary conditions for successful brand extensions
Jung, Kwon; Tey, Leslie - In: The journal of product & brand management 19 (2010) 4, pp. 276-285
Persistent link: https://www.econbiz.de/10008658572
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Consumer evaluations on brand extensions : B2B brands extended into B2C markets
Burnaz, Sebnem; Bilgin, Pinar - In: The journal of product & brand management 20 (2011) 4, pp. 256-267
Persistent link: https://www.econbiz.de/10009314023
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Exploring the effectiveness of consumer creativity in online marketing communications
Wu, Jintao; Wen, Na; Dou, Wenyu; Chen, Junsong - In: European journal of marketing : EJM 49 (2015) 1/2, pp. 262-276
Persistent link: https://www.econbiz.de/10010519465
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Marketing strategy decisions for brand extension success
Athanasopoulou, Pinelopi; Giovanis, Apostolos N.; … - In: The journal of brand management : an international journal 22 (2015) 6, pp. 487-514
Persistent link: https://www.econbiz.de/10011349956
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Managing the corporate brand : the effects of corporate marketing activity on consumer evaluations of brand extensions
Keller, Kevin Lane; Aaker, David A. - 1997
Persistent link: https://www.econbiz.de/10010366609
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Role of brand globalness in consumer evaluation of new product branding strategy
Punyatoya, Plavini; Sadh, Ashish; Mishra, Sushanta Kumar - In: The journal of brand management : an international journal 21 (2014) 2, pp. 171-188
Persistent link: https://www.econbiz.de/10010252610
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The effects of nostalgia marketing on consumers' brand extension evaluation
Jun, Sung Youl; Park, Hye Kyung; Kim, Kyung Ho - In: The journal of brand management : an international journal 29 (2022) 3, pp. 271-286
Persistent link: https://www.econbiz.de/10013270422
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The relative advantages of benefit overlap versus category similarity in brand extension evaluation : the moderating role of self-regulatory focus
Chang, Chung-chau; Lin, Bo-chi; Chang, Shin-shin - In: Marketing letters : a journal of research in marketing 22 (2011) 4, pp. 391-404
Persistent link: https://www.econbiz.de/10010217764
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The company you keep : brand image transfer in concurrent event sponsorship
Boronczyk, Felix; Breuer, Christoph - In: Journal of business research : JBR 124 (2021), pp. 739-747
Persistent link: https://www.econbiz.de/10012494013