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Brand extension
7
Markentransfer
7
Brand image
5
Markenimage
5
Consumer behaviour
4
Konsumentenverhalten
4
Brand management
2
Markenführung
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USA
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1994-2006
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Heath, Timothy B.
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Hong, Zhao
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John, Deborah Roedder
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Malika, Malika
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Mathur, Pragya
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Journal of marketing
The journal of brand management : an international journal
28
Journal of business research : JBR
24
The journal of product & brand management
21
Psychology & marketing
17
European journal of marketing : EJM
12
Brand management ; Vol. 3
10
Journal of the Academy of Marketing Science
10
Gabler Edition Wissenschaft / Marken- und Produktmanagement
7
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
7
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology
7
Journal of retailing and consumer services
7
SpringerLink / Bücher
7
Arbeitspapiere des Instituts für Automobilwirtschaft und Industrielle Produktion
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
The IUP journal of brand management : IJBRM
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 advertising : the quarterly review of marketing communications
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
Erfolgsfaktoren der Markenführung : Know-how aus Forschung und Management
3
Europäische Hochschulschriften / 5
3
Gabler Research
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Innovatives Markenmanagement
3
International journal of hospitality management
3
International journal of sports marketing & sponsorship
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International marketing review
3
Journal of advertising : official publication of the American Academy of Advertising
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ECONIS (ZBW)
7
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1
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
Persistent link: https://www.econbiz.de/10013474431
Saved in:
2
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/10014432740
Saved in:
3
Leveraging cofollowership patterns on social media to identify brand alliance opportunities
Malhotra, Pankhuri
;
Bhattacharyya, Siddhartha
- In:
Journal of marketing
86
(
2022
)
4
,
pp. 17-36
Persistent link: https://www.econbiz.de/10013258862
Saved in:
4
The effect of brand acquisition and disposal on stock returns
Wiles, Michael A.
;
Morgan, Neil A.
;
Rego, Lopo L.
- In:
Journal of marketing
76
(
2012
)
1
,
pp. 38-58
Persistent link: https://www.econbiz.de/10009729594
Saved in:
5
The asymmetric effects of extending brands to lower and higher quality
Heath, Timothy B.
;
DelVecchio, Devon
;
McCarthy, Michael S.
- In:
Journal of marketing
75
(
2011
)
4
,
pp. 3-20
Persistent link: https://www.econbiz.de/10009270917
Saved in:
6
The malleable brand : the role of implicit theories in evaluating brand extensions
Yorkston, Eric A.
;
Nunes, Joseph C.
;
Matta, Shashi
- In:
Journal of marketing
74
(
2010
)
1
,
pp. 80-93
Persistent link: https://www.econbiz.de/10003940586
Saved in:
7
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:
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