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Is HUGO still the BOSS? : investigating the reciprocal effects of brand extensions on brand personality of luxury brands
Phau, Ian; Matthiesen, Insa-Mascha; Shimul, Anwar Sadat - In: Australasian marketing journal : AMJ ; official journal … 29 (2021) 4, pp. 297-305
Persistent link: https://www.econbiz.de/10012668455
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Downward price-based luxury brand line extension : effects on premium luxury buyer's perception and consequences on buying intention and brand loyalty
Royo-Vela, Marcelo; Pérez Sánchez, Mónica - In: European research on management and business economics 28 (2022) 3, pp. 1-10
This research was carried out from the perspective of downward price-based brand extensions with the aim to discover … its effects on customer perceptions regarding luxury brands and brand extensions and consequences on buying intention and … luxury brand loyalty. The conceptual framework is based on both previous qualitative and quantitative research. A five …
Persistent link: https://www.econbiz.de/10013407380
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Factors influencing luxury service brand extension in a developing country
Ahn, Jiseon; Gao, Meiling - In: Journal of consumer marketing 41 (2024) 6, pp. 639-647
Persistent link: https://www.econbiz.de/10015078766
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Wahrnehmung und Beurteilung von Markentransfers : Erfolgsfaktoren für Transferprodukte und Markenimage
Günther, Stephan - 2002 - 1. Auflage
-beurteilung des Transferproduktes und des Markenimages. Stephan Günther stellt den aktuellen Forschungsstand zum Markentransfer …
Persistent link: https://www.econbiz.de/10001658268
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The impact of perceived brand globalness, brand origin image, and brand origin-extension fit on brand extension success
Sichtmann, Christina; Diamantopoulos, Adamantios - In: Journal of the Academy of Marketing Science 41 (2013) 5, pp. 567-585
Persistent link: https://www.econbiz.de/10010126677
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Position matters when we stand together : a linguistic perspective on composite brand extensions
Tsai, Meng-Chun; Lou, Yung-Chien; Bei, Lien-ti; Monroe, … - In: Journal of the Academy of Marketing Science 42 (2014) 6, pp. 680-701
Persistent link: https://www.econbiz.de/10010466638
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The differentiated impact of perceived brand competence type of brand extension evaluation
Wang, Haizhong; Liu, Di - In: Journal of business research : JBR 117 (2020), pp. 400-410
Persistent link: https://www.econbiz.de/10012286528
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Brands as core assets : trends and challenges of branding in fashion business
Jin, Byoungho; Cedrola, Elena - In: Fashion branding and communication : core strategies of …, (pp. 1-39). 2017
Persistent link: https://www.econbiz.de/10014547468
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Erfolgsfaktoren von Markenerweiterungen
Mahnik, Nina; Mayerhofer, Wolfgang - 2006 - 1. Aufl.
Persistent link: https://www.econbiz.de/10013515135
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Erfolgsfaktoren von Markenerweiterungen
Mahnik, Nina; Mayerhofer, Wolfgang - 2006 - 1. Aufl.
Persistent link: https://www.econbiz.de/10003338650