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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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Why negative brand extension evaluations do not always negatively affect the brand : the role of central and peripheral brand associations
Michel, Géraldine; Donthu, Naveen - In: Journal of business research : JBR 67 (2014) 12, pp. 2611-2619
Persistent link: https://www.econbiz.de/10010483031
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The role of brand naming in branding strategies : insights and opportunities
Sood, Sanjay; Zhang, Shi - In: Handbook on brand and experience management, (pp. 219-232). 2008
Persistent link: https://www.econbiz.de/10003789045
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Brand name and consumer inference making in multigenerational product introduction context
Auh, Seigyoung; Shih, Eric - In: The journal of brand management : an international journal 16 (2008/09) 7, pp. 439-454
Persistent link: https://www.econbiz.de/10003858987
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Brand extension effects on brand equity : a cross-national study
Buil, Isabel; Martínez, Eva; De Chernatony, Leslie - In: Journal of euromarketing 18 (2009) 2, pp. 71-88
Persistent link: https://www.econbiz.de/10003882142
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Leveraging a brand through brand extension : a review of two decades of research
Loken, Barbara; Joiner, Christopher; Houston, Michael J. - In: Brands and brand management : contemporary research …, (pp. 11-41). 2010
Persistent link: https://www.econbiz.de/10003941296
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Evaluation of brand extensions : the role of product feature similarity and brand concept consistency
Park, C. Whan; Milberg, Sandra; Lawson, Robert - 2010
Persistent link: https://www.econbiz.de/10003924413
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Consumer evaluation of vertical brand extensions and core brands
Kim, Chung K.; Lavack, Anne M.; Smith, Margo - 2010
Persistent link: https://www.econbiz.de/10003924416
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New brands versus brand extensions, attitudes versus choice : experimental evidence for theory and practice
McCarthy, Michael S.; Heath, Timothy B.; Milberg, Sandra J. - 2010
Persistent link: https://www.econbiz.de/10003924423
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Extending culturally symbolic brands : a blessing or a curse?
Torelli, Carlos J.; Ahluwalia, Rohini - In: Journal of consumer research : JCR ; an … 38 (2011/12) 5, pp. 933-947
Persistent link: https://www.econbiz.de/10009501080