A key precept of brand extension theory is that brand extension, as opposed to new brand, reduces the risk of new … the dynamics of sales. In particular, in the movie industry—where brand extension takes the form of sequels—sequels' sales … confirming that new brand extensions are indeed less risky to consumers than new brands, our results also suggest that signaling …

sample, one major museum with a highly recognized brand closed temporarily and sequentially collaborated with two established …, suggesting brand complementarities. Second, a sub-group of customers who previously purchased from either or both of the museums … display decreased demand, consistent with brand dilution. Any structural approach that models the demand for collaboration …

brand advertisements and corporate brand advertisements. An eye-tracking experiment with 121 respondents show that when … corporate brand ads are more memorable than the product brand ads even if the product ads attract more attention. The longer the …

A new brand for an organization is inseparable from organizational identity. The aim of the research is to investigate … increased by about 16 percent. SWOT analysis has shown the absence of a brand positioning strategy. Qualitative study of the … potential to grow up in Kaunas city. The originality of the paper covers individualized research on a brand positioning strategy …