Brand extension failure and parent brand penalty : the role of implicit theories

Shailendra Pratap Jain, Pragya Mathur, Mathew S. Isaac, Huifang Mao, Durairaj Maheswaran

Year of publication:	2024
Authors:	Jain, Shailendra Pratap ; Mathur, Pragya ; Isaac, Mathew S. ; Mao, Huifang ; Maheswaran, Durairaj
Published in:	Journal of consumer psychology : JCP ; the official journal of the Society for Consumer Psychology. - Hoboken, NJ : Wiley, ISSN 1532-7663, ZDB-ID 2021876-X. - Vol. 34.2024, 1, p. 49-65
Subject:	brand cohesiveness \| brand dilution \| brand extensions \| failure \| implicit theory \| Markentransfer \| Brand extension \| Konsumentenverhalten \| Consumer behaviour \| Markenführung \| Brand management \| Markenimage \| Brand image \| Markenartikel \| Brand

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