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Measuring the effectiveness of the communication strategy by using Brand Score Technique : a practitioner study
Srivastava, Rajesh - In: Measuring business excellence : the journal of … 20 (2016) 3, pp. 26-41
Persistent link: https://www.econbiz.de/10011688980
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Customer-based brand equity in a technologically fast-paced, connected, and constrained environment
Gürhan-Canli, Zeynep; Hayran, Ceren; Sarial-Abi, Gülen - In: AMS review : official publication of the Academy of … 6 (2016) 1/2, pp. 23-32
Persistent link: https://www.econbiz.de/10011741474
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Parent brand susceptibility to negative feedback effects from brand extensions : a meta-analysis of experimental consumer findings
Milberg, Sandra J.; Cuneo, Andres; Silva, Monica; … - In: Journal of consumer psychology : JCP ; the official … 33 (2023) 1, pp. 21-44
Persistent link: https://www.econbiz.de/10014289714
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Understanding brand equity for successful brand extension
Pitta, Dennis A.; Prevel Katsanis, Lea - In: Journal of Consumer Marketing 12 (1995) 4, pp. 51-64
The turbulent 1990s typified by increased product development and marketing costs as well as increasing international competition, focussed marketing managers on cost‐saving tactics to increase competitiveness. One of the most important effects was to make brand extensions more compelling and...
Persistent link: https://www.econbiz.de/10014849127
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Consumer responses to brand extensions: a comprehensive model
Martínez, Eva; Pina, José M. - In: European Journal of Marketing 44 (2010) 7/8, pp. 1182-1205
Purpose – This paper aims to understand the reciprocal spill‐over effects of brand extensions by testing a comprehensive model that gathers both the brand extension evaluation process and the later influence on brand image. Design/methodology/approach – Data were obtained from 699...
Persistent link: https://www.econbiz.de/10014722675
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Dettol: Managing Brand Extensions
Jaiswal, Anand Kumar; Srivastav, Arpita; Kothari, Dhwani - In: Asian Case Research Journal (ACRJ) 13 (2009) 01, pp. 105-143
as a brand has immense trust and loyalty from the consumers. Since the 1930s when Dettol was introduced in India, it has … Dettol, Reckitt Benckiser India Limited (RBIL) rolled out a number of brand extensions. Some of these extensions such as …
Persistent link: https://www.econbiz.de/10005003221
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Direct and moderating influence of perceived fit, risk and parent brand trust on brand extension success of a personal care brand in India
Tripathi, Vibhuti; Rastogi, Pooja; Kumar, Suresh - In: Global business review 19 (2018) 6, pp. 1681-1692
Persistent link: https://www.econbiz.de/10011982951
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Exploring relationship between brand equity and customer loyalty on pharmaceutical market
Dlačić, Jasmina; Kežman, Elvedina - In: Economic and business review : EBR 16 (2014) 2, pp. 121-131
Persistent link: https://www.econbiz.de/10011612102
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Do customer equity drivers affect customer relationship quality and customer relational outcomes in banking?
Al-Wugayan, Adel A. A. - In: International journal of electronic customer … 13 (2021) 1, pp. 1-29
Persistent link: https://www.econbiz.de/10012598021
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Digital content marketing's role in fostering consumer engagement, trust, and value : framework, fundamental propositions, and implications
Hollebeek, Linda D.; Macky, Keith - In: Journal of interactive marketing : a quarterly … 45 (2019), pp. 27-41
Persistent link: https://www.econbiz.de/10011997974