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Brand extension feedback effects: towards a mediated framework
Dwivedi, Abhishek; Merrilees, Bill - In: Journal of Consumer Marketing 30 (2013) 5, pp. 450-461
comparisons, however, reveal that a partial mediation scenario better represents feedback effects. The research model is suitably … feedback effects from parent brand equity to additionally include parent value equity. Practitioners can now envision brand …
Persistent link: https://www.econbiz.de/10014849787
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Brand and category design consistency in brand extensions
Goh, Yi Sheng; Chattaraman, Veena; Forsythe, Sandra - In: The journal of product & brand management 22 (2013) 4, pp. 272-285
Persistent link: https://www.econbiz.de/10009788467
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Building a multi-category brand : when should distant brand extensions be introduced?
Parker, Jeffrey R.; Lehmann, Donald R.; Keller, Kevin Lane - In: Journal of the Academy of Marketing Science 46 (2018) 2, pp. 300-316
Persistent link: https://www.econbiz.de/10011844799
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Measuring the effectiveness of the communication strategy by using Brand Score Technique : a practitioner study
Srivastava, Rajesh - In: Measuring business excellence : the journal of … 20 (2016) 3, pp. 26-41
Persistent link: https://www.econbiz.de/10011688980
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Customer-based brand equity in a technologically fast-paced, connected, and constrained environment
Gürhan-Canli, Zeynep; Hayran, Ceren; Sarial-Abi, Gülen - In: AMS review : official publication of the Academy of … 6 (2016) 1/2, pp. 23-32
Persistent link: https://www.econbiz.de/10011741474
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Parent brand susceptibility to negative feedback effects from brand extensions : a meta-analysis of experimental consumer findings
Milberg, Sandra J.; Cuneo, Andres; Silva, Monica; … - In: Journal of consumer psychology : JCP ; the official … 33 (2023) 1, pp. 21-44
Persistent link: https://www.econbiz.de/10014289714
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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
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Evaluating the feedback effects of brand extension on parent brand equity : a study on Indian FMCG industry
Joshi, Richa; Yadav, Rajan - In: Vision : the journal of business perspective 21 (2017) 3, pp. 305-313
Persistent link: https://www.econbiz.de/10011833411
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Brand extension feedback effects : what do we know and where should we go?
Childs, Michelle - In: The journal of product & brand management 26 (2017) 7, pp. 671-689
Persistent link: https://www.econbiz.de/10011808387
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Vertical line extension : a systematic review of research on upward and downward line extension
Schmitz, Anna-Karina; Brexendorf, Tim Oliver; … - In: The journal of product & brand management 32 (2023) 6, pp. 828-848
Persistent link: https://www.econbiz.de/10014315450