A meta-analysis of brand extension success : the effects of parent brand equity and extension fit
Chenming Peng, Tammo H.A. Bijmolt, Franziska Völckner, and Hong Zhao
| Year of publication: |
2023
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|---|---|
| Authors: | Peng, Chenming ; Bijmolt, Tammo H. A. ; Völckner, Franziska ; Hong, Zhao |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 87.2023, 6, p. 906-927
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| Subject: | brand extension | meta-analysis | parent brand equity | extension fit | signaling theory | categorization theory | line extension | category extension | Markentransfer | Brand extension | Markenimage | Brand image | Meta-Analyse | Meta-analysis | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/00222429231164654 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014432740