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Expansion strategies for online brands going offline
Bravo, Rafael; Iversen, Nina M.; Pina, José M. - In: Marketing intelligence & planning 29 (2011) 2, pp. 195-213
Persistent link: https://www.econbiz.de/10009156905
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Can brand identity predict brand extensions' success or failure?
Viot, Catherine - In: The journal of product & brand management 20 (2011) 3, pp. 216-227
Persistent link: https://www.econbiz.de/10009231619
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Consumer evaluations of product line brand extension
Joji Alex N. - In: The IUP journal of brand management : IJBRM 8 (2011) 1, pp. 22-35
Persistent link: https://www.econbiz.de/10009245005
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Conceptualisation and modelling of the process behind brand association transfer
Boisvert, Jean - In: International journal of market research : JMRS ; the … 53 (2011) 4, pp. 541-556
Persistent link: https://www.econbiz.de/10009268684
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Putting brands in their place : how a lack of control keeps brands contained
Cutright, Keisha M.; Bettman, James R.; Fitzsimons, Gavan J. - In: Journal of marketing research : JMR 50 (2013) 3, pp. 365-377
Persistent link: https://www.econbiz.de/10009755694
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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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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
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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
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Consumer attitude towards brand extension : a comparative study of fast moving consumer goods, durable goods and services
Srivastava, Kavita; Sharma, Narendra K. - In: Journal of Indian business research 5 (2013) 3, pp. 177-197
Persistent link: https://www.econbiz.de/10010364809
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Role of brand globalness in consumer evaluation of new product branding strategy
Punyatoya, Plavini; Sadh, Ashish; Mishra, Sushanta Kumar - In: The journal of brand management : an international journal 21 (2014) 2, pp. 171-188
Persistent link: https://www.econbiz.de/10010252610