Narrow search
Showing 1 - 10 of 78,573
Cover Image
Commentaries and reply to "can brand extension signal product quality?" by Sridhar Moorthy
Wernerfelt, Birger; Keller, Kevin Lane; Moorthy, Sridhar - In: Marketing science : the marketing journal of the … 31 (2012) 5, pp. 771-778
Persistent link: https://www.econbiz.de/10009665101
Cover Image
Can brand extension signal product quality?
Moorthy, Sridhar - In: Marketing science : the marketing journal of the … 31 (2012) 5, pp. 756-770
Persistent link: https://www.econbiz.de/10009665103
Cover Image
Can Brand Extension Signal Product Quality?
Moorthy, Sridhar - 2012
the firm behind the brands. Even with these conditions in place, the signaling argument is fragile: firm observability of … past performance diminishes brand extension's signaling capability; an arbitrarily small probability of failure for good … than signaling product quality …
Persistent link: https://www.econbiz.de/10014039981
Cover Image
Young consumers' evaluations of diffusion brands
Phau, Ian; Cheong, Edith - In: Young consumers : insight and ideas for responsible … 10 (2009) 3, pp. 210-224
Persistent link: https://www.econbiz.de/10003898956
Cover Image
Linking reputations through umbrella branding
Miklós-thal, Jeanine - In: Quantitative marketing and economics : QME 10 (2012) 3, pp. 335-374
Persistent link: https://www.econbiz.de/10009619787
Cover Image
Extending downward is not always bad : perent brand evaluations after brand extension to higher and lower price and quality levels
Goetz, Daniela Maria; Faßnacht, Martin; Rumpf, Katia - In: The journal of brand management : an international journal 21 (2014) 4, pp. 303-324
Persistent link: https://www.econbiz.de/10010362936
Cover Image
Consumer-brand relationship quality : when and how it helps brand extensions
Kim, Kyeongheui; Park, Jongwon; Kim, Jungkeun - In: Journal of business research : JBR 67 (2014) 4, pp. 591-597
Persistent link: https://www.econbiz.de/10010363454
Cover Image
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
Cover Image
Friend or Foe : The Impact of Line Extension Advertising and Perceived Quality on Parent Brand Sales
Carter, Robert E. - 2008
Introducing new products is both risky and critical to a company's success. To help mitigate these risks, the use of line extension strategies has become widespread, with some researchers reporting that 95% of new product introductions are extensions of current brands. Support for the use of...
Persistent link: https://www.econbiz.de/10014217679
Cover Image
Strategic coopetition of global brands : a game theory approach to 'Nike + iPod Sport Kit' co-branding
Rodrigues, Flávio; Souza, Victoria; Leitão, João - In: International journal of entrepreneurial venturing 3 (2011) 4, pp. 435-455
Persistent link: https://www.econbiz.de/10009424150