Similar Search Results

Antecedent effects of info content on user attitudes toward radical technology-brand-extension : info content on user attitudes of brand extensions

Datta, Pratim; Hill, Geoffrey - In: Journal of electronic commerce in organizations : the … 18 (2020) 1, pp. 36-58

Persistent link: https://www.econbiz.de/10012182750

Strategic brand management in emerging markets : consumer perceptions of brand extensions

Ozretić Došen, Đurđana; Brlic, Marta; Komarac, Tanja - In: Organizations and markets in emerging economies 9 (2018) 1, pp. 135-153

The purpose of this paper is to examine consumers’ perceptions of the parent brand and their attitudes towards the brand extensions by exploratory researching the topic in the new context of one emerging European market. Theoretical part gives a comprehensive description and analysis of the...

Persistent link: https://www.econbiz.de/10012193840

The study of brand extension among generation Y in the Indian market

Joshi, Richa; Yadav, Rajan - In: International journal of Indian culture and business … 19 (2019) 3, pp. 339-353

Persistent link: https://www.econbiz.de/10012145973

Exploring the mediating effect of parent brand reputation on brand equity

Joshi, Richa; Yadav, Rajan - In: Paradigm : the journal of Institute of Management Technology 22 (2018) 2, pp. 125-142

Persistent link: https://www.econbiz.de/10012161090

The moderating effect of consumer dynamics and prior experience on brand extension evaluation

Park, Ji-Yeon; Jeong, Yun-Hee - In: Journal of international trade & commerce 12 (2016) 6, pp. 89-104

Persistent link: https://www.econbiz.de/10011796844

The effects of schema congruity on consumer response to celebrity advertising

Harmon-Kizer, Tracy R. - In: Journal of marketing communications 23 (2017) 2, pp. 162-175

Persistent link: https://www.econbiz.de/10011706477

Exchange versus communal : how brand relationship types affect brand extension evaluation

Jiang, Hui; Wang, Kaichao; Bian, Jiahui; Chen, Yuangao; … - In: Journal of relationship marketing : innovations and … 23 (2024) 1, pp. 47-75

Persistent link: https://www.econbiz.de/10014514527

Management von Markenerweiterungen und Markenallianzen : eine verhaltenswissenschaftlich-empirische Vergleichsstudienreihe hinsichtlich verschiedener Markenkapitalisierungsstrategi...

Honal, Andrea - 2010

Persistent link: https://www.econbiz.de/10013430855

The influence of self-brand connection on consumer reactions to symbolic incongruency and perceived betrayal

Sayin, Eda; Gürhan-Canli, Zeynep - In: International journal of consumer studies 48 (2024) 2, pp. 1-16

Persistent link: https://www.econbiz.de/10014531536

NPS spillover in brand extensions : an empirical study

Cho, Jihoon; Walker, Doug; Nowlin, Edward L. - In: International journal of market research 66 (2024) 2/3, pp. 359-371

Persistent link: https://www.econbiz.de/10014584493