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isPartOf:"Gabler Edition Wissenschaft / Marken- und Produktmanagement"
~isPartOf:"AMS review : official publication of the Academy of Marketing Science"
~isPartOf:"International journal of sports marketing & sponsorship"
~isPartOf:"Journal of business research : JBR"
~subject:"Markenimage"
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Search: subject_exact:"Product-line extension"
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Markenimage
Brand extension
34
Markentransfer
34
Brand image
23
Brand management
21
Markenführung
21
Consumer behaviour
20
Konsumentenverhalten
20
Brand
8
Markenartikel
8
Brand extensions
7
Erfolgsfaktor
6
Marketing management
5
Marketingmanagement
5
Innovation
4
New product development
4
Produktentwicklung
4
Beziehungsmarketing
3
Luxury goods
3
Luxusgüter
3
Relationship marketing
3
Success factor
3
Athletes
2
Brand equity
2
Brand personality
2
Celebrity endorsement
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Deutschland
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Dienstleistung
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Dienstleistungsmarketing
2
Dienstleistungssektor
2
Endorsement
2
Germany
2
Image transfer
2
Japan
2
Services
2
Services marketing
2
Spillover effect
2
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2
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Aguirre-Rodriguez, Alexandra
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Bindroo, Vishal
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Dawar, Niraj
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Ding, Yi
1
Donthu, Naveen
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1
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Gerrath, Maximilian H. E. E.
1
Geuens, Maggie
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Gürhan-Canli, Zeynep
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He, Hongwei
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Ke, Nianman
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Köcher, Sören
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Liu, Di
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Liu, Martin J.
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Luo, Jun
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Majid, Kashef Abdul
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Gabler Edition Wissenschaft / Marken- und Produktmanagement
AMS review : official publication of the Academy of Marketing Science
International journal of sports marketing & sponsorship
Journal of business research : JBR
The journal of product & brand management
13
The journal of brand management : an international journal
11
Psychology & marketing
9
European journal of marketing : EJM
7
Journal of the Academy of Marketing Science
7
Brand management ; Vol. 3
6
Journal of marketing
5
The IUP journal of brand management : IJBRM
5
Journal of consumer research : JCR ; an interdisciplinary bimonthly
4
Journal of marketing management : MM
4
Marketing letters : a journal of research in marketing
4
Research
4
The journal of consumer marketing
4
Innovatives Markenmanagement
3
Journal of international consumer marketing
3
Journal of retailing and consumer services
3
Sport marketing quarterly : preferred journal of the Sport Marketing Association
3
SpringerLink / Bücher
3
Vision : the journal of business perspective
3
Australasian marketing journal
2
European research on management and business economics
2
Fashion branding and communication : core strategies of European luxury brands
2
Global business review
2
International journal of advertising : the quarterly review of marketing communications
2
International journal of consumer studies
2
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
2
International journal of sport management and marketing : IJSMM
2
International marketing review
2
Journal of advertising : official publication of the American Academy of Advertising
2
Journal of business economics : JBE
2
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology
2
Journal of consumer psychology : JCP ; the official journal of the Society for Consumer Psychology
2
Journal of fashion marketing and management
2
Journal of international marketing
2
Journal of retailing
2
Journal of travel research : a quarterly publication of the Travel and Tourism Research Association
2
Nankai business review international
2
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ECONIS (ZBW)
23
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23
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1
Antecedents of the attitude toward the athlete celebrities' human brand extensions
Koo, Jakeun
- In:
International journal of sports marketing & sponsorship
23
(
2022
)
2
,
pp. 241-258
Persistent link: https://www.econbiz.de/10013369887
Saved in:
2
Can dissimilarity in product category be an opportunity for cross-gender brand extension?
Yuen, Tsunwai Wesley
;
Nieroda, Marzena
;
He, Hongwei
; …
- In:
Journal of business research : JBR
135
(
2021
),
pp. 348-357
Persistent link: https://www.econbiz.de/10012647876
Saved in:
3
Extending B2B brands into the B2C market : whether, when, and how brands should emphasize B2B industry background
Zhou, Zhimin
;
Ding, Yi
;
Feng, Wenting
;
Ke, Nianman
- In:
Journal of business research : JBR
130
(
2021
),
pp. 364-375
Persistent link: https://www.econbiz.de/10012544812
Saved in:
4
Branding the hotel industry : the effect of step-up versus step-down brand extensions
Hultman, Magnus
;
Papadopoulou, Christina
;
Oghazi, Pejvak
; …
- In:
Journal of business research : JBR
124
(
2021
),
pp. 560-570
Persistent link: https://www.econbiz.de/10012493927
Saved in:
5
The company you keep : brand image transfer in concurrent event sponsorship
Boronczyk, Felix
;
Breuer, Christoph
- In:
Journal of business research : JBR
124
(
2021
),
pp. 739-747
Persistent link: https://www.econbiz.de/10012494013
Saved in:
6
How less congruent new products drive brand engagement : the role of curiosity
Gerrath, Maximilian H. E. E.
;
Biraglia, Alessandro
- In:
Journal of business research : JBR
127
(
2021
),
pp. 13-24
Persistent link: https://www.econbiz.de/10012494346
Saved in:
7
The differentiated impact of perceived brand competence type of brand extension evaluation
Wang, Haizhong
;
Liu, Di
- In:
Journal of business research : JBR
117
(
2020
),
pp. 400-410
Persistent link: https://www.econbiz.de/10012286528
Saved in:
8
Consumer acceptance of brand extensions : is parental fit preeminent?
Miniard, Paul W.
;
Alvarez, Cecilia M. O.
;
Mohammed, …
- In:
Journal of business research : JBR
118
(
2020
),
pp. 335-345
Persistent link: https://www.econbiz.de/10012288610
Saved in:
9
Spillover effects in marketing : integrating core research domains
Raufeisen, Xenia
;
Wulf, Linda
;
Köcher, Sören
;
Faupel, Ulya
- In:
AMS review : official publication of the Academy of …
9
(
2019
)
3
,
pp. 249-267
Persistent link: https://www.econbiz.de/10012162451
Saved in:
10
The impact of celebrity-advertising context congruence on the effectiveness of brand image transfer
Kim, Taehee
;
Seo, Hyo Min
;
Chang, Kyungro
- In:
International journal of sports marketing & sponsorship
18
(
2017
)
3
,
pp. 246-262
Persistent link: https://www.econbiz.de/10011781268
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