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Consumer evaluation in new pro...
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1
What brand do I use for my new product? : the impact of new product branding decisions on firm value
Kovalenko, Larisa
;
Sorescu, Alina
;
Houston, Mark B.
- In:
Journal of the Academy of Marketing Science
50
(
2022
)
2
,
pp. 338-365
Persistent link: https://www.econbiz.de/10012819760
Saved in:
2
Brand typicality and distant novel extension acceptance : how risk-reduction counters low category fit
Goedertier, Frank
;
Dawar, Niraj
;
Geuens, Maggie
; …
- In:
Journal of business research : JBR
68
(
2015
)
1
,
pp. 157-165
Persistent link: https://www.econbiz.de/10010433154
Saved in:
3
How less congruent new products drive brand engagement : the role of curiosity
Gerrath, Maximilian H. E. E.
;
Biraglia, Alessandro
- In:
Journal of business research : JBR
127
(
2021
),
pp. 13-24
Persistent link: https://www.econbiz.de/10012494346
Saved in:
4
Expanding the boundary of brand extensions through brand relationship quality
Arikan, Esra
;
Yılmaz, Çengiz
;
Bodur, Muzaffer
- In:
Journal of business economics and management
17
(
2016
)
6
,
pp. 930-944
Persistent link: https://www.econbiz.de/10011625922
Saved in:
5
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
Saved in:
6
A mediation analysis on the potential determinants of brand extension success
Murugan, Nithya
;
Jacob, Jayanth
- In:
International journal of business innovation and research
14
(
2017
)
4
,
pp. 502-518
Persistent link: https://www.econbiz.de/10011863346
Saved in:
7
The study of brand extension among generation Y in the Indian market
Joshi, Richa
;
Yadav, Rajan
- In:
International journal of Indian culture and business …
19
(
2019
)
3
,
pp. 339-353
Persistent link: https://www.econbiz.de/10012145973
Saved in:
8
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
Saved in:
9
Predicting retail brand extension strategy success : a consumer based model
Mitchell, Vincent-Wayne
;
Edelman, Dan
;
Chaudhury, Amita
- In:
Journal of customer behaviour
13
(
2014
)
2
,
pp. 93-111
Persistent link: https://www.econbiz.de/10010415668
Saved in:
10
Customer evaluation of brand extensions
Malik, Ruchi
- In:
Global journal of business management : GJBM
12
(
2018
)
1
,
pp. 104-112
Persistent link: https://www.econbiz.de/10011961841
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