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Year of publication
Subject
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Markentransfer 618 Brand extension 611 Brand management 411 Markenführung 409 Consumer behaviour 388 Konsumentenverhalten 386 Brand image 310 Markenimage 306 Brand 200 Markenartikel 199 Erfolgsfaktor 58 Marketing management 58 Marketingmanagement 58 brand extension 57 Deutschland 43 Germany 43 Theorie 42 Theory 42 Success factor 39 Luxury goods 36 Luxusgüter 36 Advertising effects 35 Werbewirkung 35 Brand extensions 34 Beziehungsmarketing 30 New product development 30 Produktentwicklung 30 Relationship marketing 30 Markenpolitik 28 Corporate reputation 25 Firmenimage 25 Brand architecture 24 Markenarchitektur 24 Experiment 23 USA 23 United States 23 Innovation 21 Sponsoring 21 Sponsorship 21 Perception 20
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Online availability
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Undetermined 187 Free 95 CC license 4
Type of publication
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Article 511 Book / Working Paper 169 Journal 1
Type of publication (narrower categories)
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Article in journal 396 Aufsatz in Zeitschrift 396 Aufsatz im Buch 58 Book section 58 Hochschulschrift 48 Thesis 35 Graue Literatur 19 Non-commercial literature 19 Working Paper 16 Arbeitspapier 15 research-article 13 Reprint 12 Case study 9 Fallstudie 9 Dissertation u.a. Prüfungsschriften 8 Article 3 Collection of articles of several authors 3 Sammelwerk 3 Aufsatzsammlung 2 Bibliografie enthalten 2 Bibliography included 2 review 2 Advisory report 1 Collection of articles written by one author 1 Conference paper 1 Congress Report 1 Fallstudiensammlung 1 Gutachten 1 Konferenzbeitrag 1 Lehrbuch 1 Sammlung 1 Textbook 1 Universitätsschrift 1 review-article 1
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Language
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English 531 German 106 Undetermined 39 French 2 Spanish 2 Romanian 1
Author
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Völckner, Franziska 15 Sattler, Henrik 14 Keller, Kevin Lane 10 Boisvert, Jean 9 Phau, Ian 8 Huber, Frank 7 Dens, Nathalie 6 Moorthy, Sridhar 6 Pina, José M. 6 Bravo, Rafael 5 Dwivedi, Abhishek 5 Hem, Leif E. 5 Hennig-Thurau, Thorsten 5 Merrilees, Bill 5 Meyer, Frederik 5 Milberg, Sandra J. 5 Pelsmacker, Patrick de 5 Reinstrom, Christian 5 Sichtmann, Christina 5 Walsh, Patrick 5 Wiedmann, Klaus-Peter 5 Baumüller, Nicole 4 Burmann, Christoph 4 Dawar, Niraj 4 Dawes, John 4 Esch, Franz-Rudolf 4 Gürhan-Canli, Zeynep 4 Hennigs, Nadine 4 Iversen, Nina M. 4 John, Deborah Roedder 4 Kaufmann, Gwen 4 Kim, Kyeongheui 4 Kröger, Sonja 4 Mahnik, Nina 4 Mayerhofer, Wolfgang 4 Monga, Alokparna Basu 4 Park, C. Whan 4 Ringle, Christian M. 4 Sjödin, Henrik 4 Sood, Sanjay 4
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Institution
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Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam. 2 Erasmus Research Institute of Management (ERIM), Erasmus Universiteit Rotterdam 2 Springer Fachmedien Wiesbaden 2 Volkswirtschaftliche Fakultät, Ludwig-Maximilians-Universität München 2 BusinessVillage GmbH 1 Center of Market Oriented Product and Production Management 1 EconWPA 1 Escuela de Graduados en Administración Pública y Políticas Públicas (EGAP), Instituto Tecnológico y de Estudios Superiores de Monterrey (ITESM) 1 European Association of Agricultural Economists - EAAE 1 FOM-Hochschule für Oekonomie & Management / KCM KompetenzCentrum für Marketing & Medienwirtschaft 1 Fachverlag für Wirtschafts- und Steuerrecht Schäffer <Stuttgart> 1 Institut für Automobilwirtschaft und Industrielle Produktion 1 International School for Social and Business Studies, Celje, Slovenia 1 Josef Eul Verlag GmbH 1 Universität Hannover / Institut für Marketing & Management 1 Universität des Saarlandes 1 Verlag Dr. Kovač 1 Verlag Franz Vahlen 1
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Published in...
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The journal of brand management : an international journal 30 Journal of business research : JBR 24 The journal of product & brand management 22 Psychology & marketing 17 European journal of marketing : EJM 13 Journal of the Academy of Marketing Science 11 Brand management ; Vol. 3 10 Gabler Edition Wissenschaft / Marken- und Produktmanagement 10 Journal of retailing and consumer services 8 International journal of research in marketing : IJRM ; official journal of the European Marketing Academy 7 Journal of Product & Brand Management 7 Journal of marketing 7 SpringerLink / Bücher 7 The IUP journal of brand management : IJBRM 7 International journal of advertising : the quarterly review of marketing communications 6 Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology 6 Journal of consumer research : JCR ; an interdisciplinary bimonthly 6 Journal of marketing management : MM 6 Journal of marketing research : JMR 6 Sport marketing quarterly : preferred journal of the Sport Marketing Association 6 Marketing letters : a journal of research in marketing 5 Research 5 Industrial marketing management : the international journal for industrial and high-tech firms 4 International journal of sport management and marketing : IJSMM 4 Journal of fashion marketing and management 4 Journal of international consumer marketing 4 Reihe: Marketing : MAR 4 The journal of consumer marketing 4 The journal of product innovation management : an international publication of the Product Development & Management Association 4 AMS review : official publication of the Academy of Marketing Science 3 Australasian marketing journal 3 Business horizons 3 Erfolgsfaktoren der Markenführung : Know-how aus Forschung und Management 3 European Journal of Marketing 3 Innovatives Markenmanagement 3 International journal of hospitality management 3 International journal of sports marketing & sponsorship 3 International marketing review 3 Journal of Business Research 3 Journal of advertising : official publication of the American Academy of Advertising 3
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Source
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ECONIS (ZBW) 599 RePEc 38 USB Cologne (EcoSocSci) 20 Other ZBW resources 16 BASE 4 EconStor 4
Showing 1 - 50 of 681
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Only the ugly face? : a theoretical model of brand dilution
Bacchiega, Emanuele; Colucci, Mariachiara; Denicolò, … - In: Management science : journal of the Institute for … 70 (2024) 5, pp. 3182-3199
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014551119
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The influence of self-brand connection on consumer reactions to symbolic incongruency and perceived betrayal
Sayin, Eda; Gürhan-Canli, Zeynep - In: International journal of consumer studies 48 (2024) 2, pp. 1-16
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014531536
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Act your age to engage : field evidence on parent versus brand extension
Tincknell, Liam; Mathmann, Frank; Torgler, Benno; … - In: The journal of brand management : an international journal 32 (2025) 1, pp. 34-49
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015192501
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Exploring the role of green brand extensions and greenwashing in the fashion industry
Roozen, Irene T. M.; Raedts, Mariet; Henderix, Margot - In: Journal of global fashion marketing : JGfM 16 (2025) 1, pp. 32-46
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015188846
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How do line extensions impact brand sales? : the role of feature similarity and brand architecture
Sezen, Burcu; Pauwels, Koen; Ataman, Berk - In: Journal of marketing analytics : JMA 12 (2024) 3, pp. 537-550
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015138090
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Innovating the archetype : discovering the boundaries of the triangular designer space
Mulder-Nijkamp, Maaike; Kok, Mendel de; Klassen, Viktor; … - In: Corporate reputation review 27 (2024) 2, pp. 120-139
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015186185
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The impact of Janus fit brand extensions on perceived brand innovativeness
Falana, Wuraola; Aspara, Jaakko; Frösén, Johanna - In: Journal of business research : JBR 179 (2024), pp. 1-17
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014555854
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From a role-playing game (RPG) to abrand : strategic implications from an over-two-decade case
Au, Cheuk Hang; Chou, Chih-Yuan; Ho, Kevin K. W. - In: Journal of organizational computing and electronic commerce 34 (2024) 3, pp. 190-212
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015053176
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How to signal product variety on pack : an investigation of color and image cues
Ward, Ella; Romaniuk, Jenni; Trinh, Giang; Dawes, John; … - In: International journal of market research 66 (2024) 1, pp. 46-72
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014584428
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Framing brand concept of vertical line extensions : the moderating role of believability
Pontes, Nicolas; Leite, Fernanda Polli; Goyeneche, David - In: Journal of consumer behaviour 23 (2024) 5, pp. 2279-2290
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015110745
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Can consumer engagement on social media affect brand extension success? : the case of luxury fashion brands and restaurants
Yoo, Jungmin - In: Journal of retailing and consumer services 79 (2024), pp. 1-8
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015101860
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How are consumers reacting to brand sobriety : an analysis of perceived coherence and message tone in a Canadian context
Kolli, Inès; Guèvremont, Amélie; Durif, Fabien - In: Journal of promotion management : innovations in … 30 (2024) 8, pp. 1254-1292
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015183026
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Exchange versus communal : how brand relationship types affect brand extension evaluation
Jiang, Hui; Wang, Kaichao; Bian, Jiahui; Chen, Yuangao; … - In: Journal of relationship marketing : innovations and … 23 (2024) 1, pp. 47-75
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014514527
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NPS spillover in brand extensions : an empirical study
Cho, Jihoon; Walker, Doug; Nowlin, Edward L. - In: International journal of market research 66 (2024) 2/3, pp. 359-371
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014584493
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Strategie und Technik der Markenführung
Esch, Franz-Rudolf; Esch, Dennis - 2024 - 10., vollständig überarbeitete und erweiterte Auflage
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013468169
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Influential factors of brand extension among university students : case for Pakistan
Orangzab; Sajjad, Muhammad; Zulfiqar, Muhammad Umair; … - In: Marketing i menedžment innovacij : m&mi (2021) 2, pp. 278-292
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013161918
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Financial returns to corporate brand extensions : does typicality matter?
Sezen, Burcu; Hanssens, Dominique M. - In: Journal of marketing analytics : JMA 11 (2023) 3, pp. 287-296
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014374831
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Vertical line extension : a systematic review of research on upward and downward line extension
Schmitz, Anna-Karina; Brexendorf, Tim Oliver; … - In: The journal of product & brand management 32 (2023) 6, pp. 828-848
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014315450
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A meta-analysis of brand extension success : the effects of parent brand equity and extension fit
Peng, Chenming; Bijmolt, Tammo H. A.; Völckner, Franziska - In: Journal of marketing 87 (2023) 6, pp. 906-927
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014432740
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What goes around, comes around : reciprocal effects and double-sided moral hazard in the choice of brand licensing
Bacchiega, Emanuele; Colucci, Mariachiara; Magnani, Marco - 2019
Extending a brand beyond its original product category is a major strategy for long-term profitability. A brand owner can internalize the development of the extension product, or license the brand to an external partner in order to exploit the licensee’s better capabilities and higher...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012110428
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CEO narcissism, brand acquisition and disposal, and stock returns
Cao, Zixia; Xu, Kehan - 2022
Chief executive officer (CEO) narcissism is an ingrained personality trait referring to the degree to which an individual CEO has an inflated level of self-admiration and seeks to gain attention and social praise by pursuing vanity-driven strategic objectives. We find evidence that narcissistic...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014078405
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The Effects of the Brand Extension of Movies on Box Office Performance in the Korean Film Market
Kim, Hun; Chang, Byeng-Hee - 2022
This study intended to broaden the research on brand-extended film and contribute to the generalization of the theory by applying the concept of brand extension to the film industry. By applying multiple regression analysis, we can grasp the effect of movie performance predictors on the...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014084796
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Corporate Brand Extensions Based on the Purchase Likelihood : Governance Implications
Goumas, Spyridon; Charamis, Dimitrios; Maroukla, Eirini; … - 2022
This paper is examining the purchase likelihood of hypothetical service brand extensions from product companies focusing on consumer electronics based on sector categorization and perceptions of fit between the existing product category and image of the company. Prior research has recognized...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013293366
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Downward price-based luxury brand line extension : effects on premium luxury buyer's perception and consequences on buying intention and brand loyalty
Royo-Vela, Marcelo; Pérez Sánchez, Mónica - In: European research on management and business economics 28 (2022) 3, pp. 1-10
This research was carried out from the perspective of downward price-based brand extensions with the aim to discover its effects on customer perceptions regarding luxury brands and brand extensions and consequences on buying intention and luxury brand loyalty. The conceptual framework is based...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013407380
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CEO narcissism, brand acquisition and disposal, and stock returns
Cao, Zixia; Xu, Kehan - In: Journal of the Academy of Marketing Science 50 (2022) 4, pp. 777-799
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013389275
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Drivers of autonomous vehicles-analyzing consumer preferences for self-driving car brand extensions
Eggers, Felix; Eggers, Fabian - In: Marketing letters : a journal of research in marketing 33 (2022) 1, pp. 89-112
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013184269
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How loyalty extends across product categories
Grasby, Alicia; Corsi, Armando; Dawes, John; Driesener, Carl - In: Journal of consumer behaviour 21 (2022) 1, pp. 153-163
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012814006
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Strategic brand management in emerging markets : consumer perceptions of brand extensions
Ozretić Došen, Đurđana; Brlic, Marta; Komarac, Tanja - In: Organizations and markets in emerging economies 9 (2018) 1, pp. 135-153
The purpose of this paper is to examine consumers’ perceptions of the parent brand and their attitudes towards the brand extensions by exploratory researching the topic in the new context of one emerging European market. Theoretical part gives a comprehensive description and analysis of the...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012193840
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Fred Harvey and the Santa Fe Railroad's Brand extension strategy to develop Southwestern tourism in the USA in the early 1900s
Ford, Robert C.; Kwun, David J.; Van Fleet, David D. - In: Tourism and hospitality research : THR 24 (2024) 4, pp. 602-614
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015175728
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Sustainable line extensions as a blueprint for brand visibility : learning from the NoLo spirits experience
Ramírez Pagès, Alba; Derqui Zaragoza, Belén - In: Advances in National Brand and Private Label Marketing …, (pp. 85-92). 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015077068
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Centrality of sensory attributes in brand extension evaluations
Varki, Sajeev; Elsantil, Yasmeen - In: Journal of consumer marketing 41 (2024) 5, pp. 477-490
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015078719
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Factors influencing luxury service brand extension in a developing country
Ahn, Jiseon - In: Journal of consumer marketing 41 (2024) 6, pp. 639-647
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015078766
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Extension of heritage brands and consumer purchase intention with the moderating role of pop culture involvement : an empirical analysis of time-honoured brands in China
He, Jinhua; Xiang, Jiaxin - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015210504
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The bilateral image flow in sponsorship : an extension of Prendergast, Paliwal, and Mazodier (2016)
Koo, Jakeun; Heo, Jun - In: International journal of advertising : the review of … 43 (2024) 2, pp. 321-335
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014550815
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Shaping extendibility : the influence of circular versus angular shapes on consumer brand extension evaluation
Wu, Yi; Cai, Yuanyuan; Zhou, Xiaohan; Huang, Xinyi - In: Journal of business research : JBR 171 (2024), pp. 1-17
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Brand extension failure and parent brand penalty : the role of implicit theories
Jain, Shailendra Pratap; Mathur, Pragya; Isaac, Mathew S.; … - In: Journal of consumer psychology : JCP ; the official … 34 (2024) 1, pp. 49-65
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014470743
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How best to advertise low-fit brand extensions : a construal level theory perspective
Saeed, Muhammad Rashid; Lee, Richard; Lockshin, Lawrence S. - In: Journal of consumer marketing 41 (2024) 1, pp. 94-109
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014471245
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Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience
Prados-Peña, M. Belén; del Barrio-García, Salvador - In: European Research on Management and Business Economics … 27 (2021) 3, pp. 1-14
This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014525674
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Branding Vertical Product Line Extensions
Jungbauer, Thomas; Schmid, Christian - 2021
Firms that sell vertically differentiated products infrequently roll out multiple products at the same time. In fact, it is often a firm already selling a well-established product, that decides to expand up- or downwards when such an opportunity arises. A critical decision in this scenario is...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013251344
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Key antecedents of brand equity in heritage brand extensions : the moderating role of tourist heritage experience
Prados-Peña, M. Belén; Barrio-García, Salvador del - In: European research on management and business economics 27 (2021) 3, pp. 1-14
This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012596325
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Investigating determinants of brand extension success in a fit and a non-fit scenario
Knoerzer, Katharina; Millemann, Jan Andre - In: International journal of technology marketing : IJTMkt 15 (2021) 4, pp. 379-398
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012693543
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Markenerweiterungsstrategien professioneller Sportvereine im eSport : Rückwirkungseffekte von Markentransfer- und Co-Branding-Strategien auf das Markenimage
Diegel, Marius - 2021
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012424689
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What types of films are successful at the box office? : predicting opening weekend and non-opening gross earnings of films
Kim, Dam Hee - In: Journal of media business studies 18 (2021) 3, pp. 214-234
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012596680
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How corporate social responsibility and social identities lead to corporate brand equity : an evaluation in the context of sport teams as brand extensions
Ma, Shang Chun; Kaplanidou, Kyriaki - In: Sport marketing quarterly : preferred journal of the … 30 (2021) 1, pp. 16-29
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012519168
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Factors' affect on the Viettel corporation brand, Vietnam
Binh Ngo Xuan; Ngoc Nguyen Thi; Thuy Truong Thi; Nhung … - In: Asia-Pacific journal of management research and innovation 17 (2021) 1/2, pp. 31-42
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012793995
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The effects of a Disney masstige brand collaboration on perceptions of brand luxury : vertical versus horizontal product line extension strategies
Lee, Jung Eun; Cho, Jung Rim - In: The journal of product & brand management 32 (2023) 1, pp. 138-156
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013552943
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The role of parent brand creating loyalty and acceptance toward premium extended wine brand : a cross-national study
Le, Hoang T. P. M.; Ren, Tianbao; Park, Jungkun - In: International journal of wine business research 35 (2023) 4, pp. 538-560
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014432818
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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, ebvufind01.dmz1.zbw.eu/10014454778
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The context (in)dependence of low-fit brand extensions
Mathur, Pragya; Malika, Malika; Agrawal, Nidhi; … - In: Journal of marketing 87 (2023) 1, pp. 114-132
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Model of service brand equity evaluation based on brand extension
Feng, Silei - In: Economic and business management 2022 : proceedings of …, (pp. 240-245). 2023
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014516584
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