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Giving green a second thought : modeling the value retention of green products in the secondary market

Majid, Kashef Abdul; Russell, Cristel Antonia - In: Journal of business research : JBR 68 (2015) 5, pp. 994-1002

Persistent link: https://www.econbiz.de/10010517123

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

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

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

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

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

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

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

Consumer evaluation in new products : the perspective of situational strenght

Chang, Aihwa; Tseng, Timmy H. - In: European journal of marketing : EJM 49 (2015) 5/6, pp. 806-826

Persistent link: https://www.econbiz.de/10011298083

Online Information Product Design : The Influence of Product Integration on Brand Extension

Zhang, Ping; Cheng, Zhang; Song, Peijian - 2013

e-commerce website and an online encyclopedia. The findings confirm that integration level influences perceived fit and … perceived tie between focal and newly extended products. Perceived fit and perceived tie positively impact users' evaluations of …

Persistent link: https://www.econbiz.de/10014151894

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