This research introduces the concept of brand association centrality and distinguishes central brand associations (CBAs) and peripheral brand associations (PBAs). Study 1 shows that the consistency with CBAs and PBAs influences perceived brand extension fit. However, the brand extension...

Cover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- Acknowledgements -- Introduction -- Part I: A Complete View of Brand Collaboration -- Chapter 1 Collaborations Between Consumer Goods Brands -- 1.1 When Consumer Goods Brands Create co-branded Products Together -- 1.2...