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Brand extension
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John, Deborah Roedder
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1
Is HUGO still the BOSS? : investigating the reciprocal effects of brand extensions on brand personality of luxury brands
Phau, Ian
;
Matthiesen, Insa-Mascha
;
Shimul, Anwar Sadat
- In:
Australasian marketing journal : AMJ ; official journal …
29
(
2021
)
4
,
pp. 297-305
Persistent link: https://www.econbiz.de/10012668455
Saved in:
2
Pawning n00bs : insights into perceptions of brand extensions of the video game industry
Butcher, Luke
;
Tang, Ysobel
;
Phau, Ian
- In:
Australasian marketing journal
25
(
2017
)
3
,
pp. 215-224
Persistent link: https://www.econbiz.de/10011792004
Saved in:
3
Brand personality as a direct cause of brand extension success : does self-monitoring matter?
Ferguson, Graham
;
Lau, Kong Cheen
;
Phau, Ian
- In:
The journal of consumer marketing
33
(
2016
)
5
,
pp. 343-353
Persistent link: https://www.econbiz.de/10011553721
Saved in:
4
Customer-based strategic brand management : past progress and future challenges
John, Deborah Roedder
- In:
AMS review : official publication of the Academy of …
6
(
2016
)
1/2
,
pp. 17-22
Persistent link: https://www.econbiz.de/10011741472
Saved in:
5
What makes brands elastic? : the influence of brand concept and styles of thinking on brand extension evaluation
Monga, Alokparna Basu
;
John, Deborah Roedder
- In:
Journal of marketing
74
(
2010
)
3
,
pp. 80-92
Persistent link: https://www.econbiz.de/10008822088
Saved in:
6
Impact of gender on perceptual fit evaluation for prestige brands
Lau, Kong Cheen
;
Phau, Ian
- In:
The journal of brand management : an international journal
17
(
2009/10
)
5
,
pp. 354-367
Persistent link: https://www.econbiz.de/10003971189
Saved in:
7
How young adult consumers evaluate diffusion brands : effects of brand loyalty and status consumption
Phau, Ian
;
Cheong, Edith
- In:
Journal of international consumer marketing
21
(
2009
)
2
,
pp. 109-123
Persistent link: https://www.econbiz.de/10003890723
Saved in:
8
Young consumers' evaluations of diffusion brands
Phau, Ian
;
Cheong, Edith
- In:
Young consumers : insight and ideas for responsible …
10
(
2009
)
3
,
pp. 210-224
Persistent link: https://www.econbiz.de/10003898956
Saved in:
9
Understanding cultural differences in brand extension evaluation : the influence of analytic versus holistic thinking
Monga, Alokparna Basu
;
John, Deborah Roedder
- In:
Handbook of brand relationships
,
(pp. 247-266)
.
2009
Persistent link: https://www.econbiz.de/10003915618
Saved in:
10
Consumer response to brand extensions: construal level as a moderator of the importance of perceived fit
Kim, Hakkyun
;
John, Deborah Roedder
- In:
Journal of consumer psychology : JCP : the official …
18
(
2008
)
2
,
pp. 116-126
Persistent link: https://www.econbiz.de/10003717543
Saved in:
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