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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

Evaluating brand extensions, fit perceptions and post-extension brand image : does size matter?

Dall'Olmo Riley, Francesca; Hand, Chris; Guido, Francesca - In: Journal of marketing management : MM 30 (2014) 9/10, pp. 904-924

Persistent link: https://www.econbiz.de/10010411303

Rückwirkungen von Markentransfers auf die Muttermarke : Messmethoden und empirische Befunde

Kaufmann, Gwen - 2006 - 1. Aufl.

Persistent link: https://www.econbiz.de/10003335975

Erfolgsfaktoren von Markenerweiterungen

Mahnik, Nina; Mayerhofer, Wolfgang - 2006 - 1. Aufl.

Persistent link: https://www.econbiz.de/10003338650

Consumer evaluation of brand extension : the Nigerian perspective

Oyeniyi, Omotayo - In: African journal of business and economic research : AJBER 5 (2010) 1, pp. 51-68

Persistent link: https://www.econbiz.de/10003987957

The effects of sub-brands and brand name structure on extension evaluation : an empirical study based on Chinese culture

Chen, Tong; Ma, Ke; Zheng, Chundong; Wang, Han - In: The journal of brand management : an international journal 22 (2015) 8, pp. 695-713

Persistent link: https://www.econbiz.de/10011399863

Modelling consumer evaluation of brand extensions : empirical evidence from India

Kaur, Harleen; Pandit, Ajay - In: Vision : the journal of business perspective 19 (2015) 1, pp. 37-48

Persistent link: https://www.econbiz.de/10011343474

Commentaries and reply to "Can brand extension signal product quality?" by Sridhar Moorthy

Wernerfelt, Birger; Keller, Kevin Lane - 2012

This series of discussions presents commentaries and a rejoinder on the economic perspectives on branding arising from Moorthy (Moorthy S. (2012) Can brand extension signal product quality? Marketing Sci. 31(5):756-770)

Persistent link: https://www.econbiz.de/10009724867

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

An experimental study on the effect of brand and brand extension on omission neglect

Lopes, Evandro Luiz; Silva, Dirceu da; Costa Hernandez, … - In: Journal of international consumer marketing 26 (2014) 3, pp. 201-216

Persistent link: https://www.econbiz.de/10010380445

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