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Buyer perceptions of corporate brand extension attractiveness and fit in B2B services

Sarasvuo, Sonja; Liljander, Veronica; Haahtela, Kari - In: Industrial marketing management : the international … 115 (2023), pp. 69-85

Persistent link: https://www.econbiz.de/10014454778

Evaluating the Brand Extension Decision Using a Model of Reputation Building

Milewicz, John; Herbig, Paul - In: Journal of Product & Brand Management 3 (1994) 1, pp. 39-47

Can a brand′s reputation be transferred successfully to other products? What is the importance of a firm′s reputation to the success or failure of its brands? What is the effect on the firm′s brands when a firm′s reputation, through either acquisition or restructuring, decays. How...

Persistent link: https://www.econbiz.de/10014896409

Expectations-to-value : connecting customers with business offerings

Hamilton, John R.; Tee, Singwhat - In: International journal of internet marketing and … 9 (2015) 2, pp. 121-140

Persistent link: https://www.econbiz.de/10011497559

Brand and category design consistency in brand extensions

Goh, Yi Sheng; Chattaraman, Veena; Forsythe, Sandra - In: The journal of product & brand management 22 (2013) 4, pp. 272-285

Persistent link: https://www.econbiz.de/10009788467

Desingning and implementing brand architecture strategies

Keller, Kevin Lane - In: The journal of brand management : an international journal 21 (2014) 9, pp. 702-715

Persistent link: https://www.econbiz.de/10010514141

How celebrity endorsers enhance parent brand extendibility to low similarity brand extensions

Erfgen, Carsten; Sattler, Henrik; Schnittka, Oliver - In: Journal of business economics : JBE 85 (2015) 5, pp. 479-504

Persistent link: https://www.econbiz.de/10011283796

Marketing strategy decisions for brand extension success

Athanasopoulou, Pinelopi; Giovanis, Apostolos N.; … - In: The journal of brand management : an international journal 22 (2015) 6, pp. 487-514

Persistent link: https://www.econbiz.de/10011349956

Putting brands in their place : how a lack of control keeps brands contained

Cutright, Keisha M.; Bettman, James R.; Fitzsimons, Gavan J. - In: Journal of marketing research : JMR 50 (2013) 3, pp. 365-377

Persistent link: https://www.econbiz.de/10009755694

Exploring ethnic consumer response to crossover brand extensions

Aguirre-Rodriguez, Alexandra; Bóveda-Lambie, Adriana; … - In: Journal of business research : JBR 67 (2014) 4, pp. 457-463

Persistent link: https://www.econbiz.de/10010362110

Category characteristics' effects on brand extension attitudes : a research note

Hem, Leif Egil; Iversen, Nina Marianne; Olsen, Lars Erling - In: Journal of business research : JBR 67 (2014) 8, pp. 1589-1594

Persistent link: https://www.econbiz.de/10010379259

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