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2
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ECONIS (ZBW)
38
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1
Financial returns to corporate brand extensions : does typicality matter?
Sezen, Burcu
;
Hanssens, Dominique M.
- In:
Journal of marketing analytics : JMA
11
(
2023
)
3
,
pp. 287-296
Persistent link: https://www.econbiz.de/10014374831
Saved in:
2
Buyer perceptions of corporate brand extension attractiveness and fit in B2B services
Sarasvuo, Sonja
;
Liljander, Veronica
;
Haahtela, Kari
- In:
Industrial marketing management : the international …
115
(
2023
),
pp. 69-85
Persistent link: https://www.econbiz.de/10014454778
Saved in:
3
How to evaluate brand extension in the mobile internet environment
Zhu, Wenlong
;
Wang, Shiye
- In:
International journal of information technology and …
22
(
2023
)
1/2
,
pp. 57-75
Persistent link: https://www.econbiz.de/10014319250
Saved in:
4
Factors' affect on the Viettel corporation brand, Vietnam
Binh Ngo Xuan
;
Ngoc Nguyen Thi
;
Thuy Truong Thi
;
Nhung …
- In:
Asia-Pacific journal of management research and innovation
17
(
2021
)
1/2
,
pp. 31-42
Persistent link: https://www.econbiz.de/10012793995
Saved in:
5
How corporate social responsibility and social identities lead to corporate brand equity : an evaluation in the context of sport teams as brand extensions
Ma, Shang Chun
;
Kaplanidou, Kyriaki
- In:
Sport marketing quarterly : preferred journal of the …
30
(
2021
)
1
,
pp. 16-29
Persistent link: https://www.econbiz.de/10012519168
Saved in:
6
How does parent heritage brand preference affect brand extension loyalty? : a moderated mediation analysis
Prados-Peña, Ma. Belén
;
Barrio-García, Salvador del
- In:
Tourism management perspectives : TMP
36
(
2020
),
pp. 1-16
Persistent link: https://www.econbiz.de/10012421399
Saved in:
7
By-brand or by-category? : the effect of display format on brand extension evaluation
Zheng, Xiaoying
;
Baskin, Ernest
;
Dhar, Ravi
- In:
Journal of retailing
95
(
2019
)
3
,
pp. 76-85
Persistent link: https://www.econbiz.de/10012130009
Saved in:
8
Mehr Erfolg mit Markenkooperationen : Partnerschaften im Zeitalter der Digitalisierung
Kilian, Karsten
(
ed.
);
Pickenpack, Nils
(
ed.
)
-
2018
-
1. Auflage
Persistent link: https://www.econbiz.de/10011762962
Saved in:
9
Strategic management of product and brand extensions : extending corporate brands in B2B vs. B2C markets
Liu, Yeyi
;
Foscht, Thomas
;
Eisingerich, Andreas B
; …
- In:
Industrial marketing management : the international …
71
(
2018
),
pp. 147-159
Persistent link: https://www.econbiz.de/10011871433
Saved in:
10
The Importance of the Context in Brand Extension : How Pictures and Comparisons Shift Consumers’ Focus from Fit to Quality
Meyvis, Tom
-
2013
It is well established that consumers' evaluations of brand extensions depend on the quality of the parent brand and the fit between that brand and the extension category. We propose that the relative importance of these two factors is influenced by two key features of a typical shopping...
Persistent link: https://www.econbiz.de/10012753680
Saved in:
11
Salvatore Ferragamo : brand heritage as main vector of brand extension and internationalization
Ostillio, Maria Carmela
;
Ghaddar, Sarah
- In:
Fashion branding and communication : core strategies of …
,
(pp. 73-99)
.
2017
Persistent link: https://www.econbiz.de/10012498307
Saved in:
12
Brand extensions
Hayran, Ceren
;
Gürhan-Canli, Zeynep
- In:
The Routledge companion to contemporary brand management
,
(pp. 136-152)
.
2016
Persistent link: https://www.econbiz.de/10011515385
Saved in:
13
Examining the use of professional sport teams as a brand extension strategy in Korean professional baseball
Walsh, Patrick
;
Hwang, Hansol
;
Lim, Choong Hoon
; …
- In:
Sport marketing quarterly : preferred journal of the …
24
(
2015
)
4
,
pp. 214-224
Persistent link: https://www.econbiz.de/10011415225
Saved in:
14
The effects of sub-brands and brand name structure on extension evaluation : an empirical study based on Chinese culture
Chen, Tong
;
Ma, Ke
;
Zheng, Chundong
;
Wang, Han
- In:
The journal of brand management : an international journal
22
(
2015
)
8
,
pp. 695-713
Persistent link: https://www.econbiz.de/10011399863
Saved in:
15
When comparative valence frame affects brand extension evaluations : the moderating role of parent-extension fit
Baek, Tae Hyun
;
King, Karen Whitehill
- In:
International journal of advertising : the quarterly …
34
(
2015
)
2
,
pp. 382-401
Persistent link: https://www.econbiz.de/10011342914
Saved in:
16
Vertrauen in Markenarchitekturen : kommunikative Maßnahmen zum Aufbau und Transfer von Markenvertrauen ; eine empirische Untersuchung der Wirkung und des Transferpotenzials untersc...
Rühl, Vanessa
-
2014
Persistent link: https://www.econbiz.de/10010367522
Saved in:
17
Perceptions versus performance when managing extensions : new evidence about the role of fit between a parent brand and an extension
Carter, Robert E.
;
Curry, David J.
- In:
Journal of the Academy of Marketing Science
41
(
2013
)
2
,
pp. 253-269
Persistent link: https://www.econbiz.de/10009736676
Saved in:
18
Call back the jury : reinvestigating the effects of fit and parent brand quality in determining brand extension success
Milberg, Sandra J.
;
Goodstein, Ronald Charles
;
Sinn, …
- In:
Journal of marketing management : MM
29
(
2013
)
3/4
,
pp. 374-390
Persistent link: https://www.econbiz.de/10009761861
Saved in:
19
The influence of mating mind-sets on brand extension evaluation
Monga, Alokparna Basu
;
Gürhan-Canli, Zeynep
- In:
Journal of marketing research : JMR
49
(
2012
)
4
,
pp. 581-593
Persistent link: https://www.econbiz.de/10009580801
Saved in:
20
Consumer attitude towards brand-extension incongruity : the moderating role of need for cognition and need for change
Srivastava, Kavita
;
Sharma, Narendra K.
- In:
Journal of marketing management : MM
28
(
2012
)
5/6
,
pp. 652-675
Persistent link: https://www.econbiz.de/10009558871
Saved in:
21
Linking reputations through umbrella branding
Miklós-thal, Jeanine
- In:
Quantitative marketing and economics : QME
10
(
2012
)
3
,
pp. 335-374
Persistent link: https://www.econbiz.de/10009619787
Saved in:
22
The importance of the context in brand extension : how pictures and comparisons shift consumers' focus from fit to quality
Meyvis, Tom
;
Goldsmith, Kelly
;
Dhar, Ravi
- In:
Journal of marketing research : JMR
49
(
2012
)
2
,
pp. 206-217
Persistent link: https://www.econbiz.de/10009524193
Saved in:
23
Brand extensions via complements or substitutes : the moderating role of manufacturing transferability
Mao, Huifang
;
Mariadoss, Babu John
;
Echambadi, Raj
; …
- In:
Marketing letters : a journal of research in marketing
23
(
2012
)
1
,
pp. 279-292
Persistent link: https://www.econbiz.de/10009530704
Saved in:
24
The reciprocal impact of vertical service line extensions on parent brands : the roles of innovativeness, quality, and involvement
Boisvert, Jean
- In:
Managing service quality : MSQ ; an international journal
22
(
2012
)
6
,
pp. 546-564
Persistent link: https://www.econbiz.de/10009692810
Saved in:
25
The impact of a new retail brand in-store boutique and its perceived fit with the parent retail brand on store performance and customer spending
Netemeyer, Richard G.
;
Heilman, Carrie M.
;
Maxham, …
- In:
Journal of retailing
88
(
2012
)
4
,
pp. 462-475
Persistent link: https://www.econbiz.de/10009707165
Saved in:
26
The effects of brand name structure on brand extension evaluations and parent brand dilution
Sood, Sanjay
;
Keller, Kevin Lane
- In:
Journal of marketing research : JMR
49
(
2012
)
3
,
pp. 373-382
Persistent link: https://www.econbiz.de/10009563641
Saved in:
27
Managing brand personality when brand undergoes sequential extension
Pandey, Anuja
- In:
International journal of business and globalisation : IJBG
7
(
2011
)
4
,
pp. 471-484
Persistent link: https://www.econbiz.de/10009354631
Saved in:
28
The relative advantages of benefit overlap versus category similarity in brand extension evaluation : the moderating role of self-regulatory focus
Chang, Chung-chau
;
Lin, Bo-chi
;
Chang, Shin-shin
- In:
Marketing letters : a journal of research in marketing
22
(
2011
)
4
,
pp. 391-404
Persistent link: https://www.econbiz.de/10010217764
Saved in:
29
If you feel it now you will think it later : the interactive effects of mood over time on brand extension evaluations
Sar, Sela
;
Duff, Brittany R. L.
;
Anghelcev, George
- In:
Psychology & marketing
28
(
2011
)
6
,
pp. 561-583
Persistent link: https://www.econbiz.de/10009130508
Saved in:
30
The importance of brand heritage as a key performance driver in marketing management
Wiedmann, Klaus-Peter
;
Hennigs, Nadine
;
Schmidt, Steffen
; …
- In:
The journal of brand management : an international journal
19
(
2011/12
)
3
,
pp. 182-194
Persistent link: https://www.econbiz.de/10009409561
Saved in:
31
Product difficulty incongruity and consumer evaluations of brand extensions
Bao, Yeqing
;
Sheng, Shibin
;
Nkwocha, Innocent
- In:
Journal of retailing and consumer services
17
(
2010
)
5
,
pp. 340-348
Persistent link: https://www.econbiz.de/10008654248
Saved in:
32
A process-tracing study of brand extension evaluation
Boush, David M.
;
Loken, Barbara
-
2010
Persistent link: https://www.econbiz.de/10003924407
Saved in:
33
The impact of parent brand attribute associations and affect on brand extension evaluation
Bhat, Sobodh
;
Reddy, Srinivas K.
-
2010
Persistent link: https://www.econbiz.de/10003924420
Saved in:
34
Effects of different types of perceived similarity and subjective knowledge in evaluations of brand extensions
Hem, Leif E.
;
Iversen, Nina M.
- In:
International journal of market research : JMRS ; the …
51
(
2009
)
6
,
pp. 797-818
Persistent link: https://www.econbiz.de/10003909401
Saved in:
35
Ökonomisierung von Imagewirkungen des Kultur-Sponsoring : dargestellt am Beispiel der Deutschen Kammerphilharmonie Bremen
Burmann, Christoph
;
Feddersen, Christian
-
2008
Persistent link: https://www.econbiz.de/10003634970
Saved in:
36
Brand extensions
Braig, Bridgette M.
;
Tybout, Alice M.
- In:
Kellogg on branding : the marketing faculty of the …
,
(pp. 91-103)
.
2005
Persistent link: https://www.econbiz.de/10003285335
Saved in:
37
The impact of corporate marketing on a company's brand extensions
Keller, Kevin Lane
;
Aaker, David A.
- In:
Revealing the corporation : perspectives on identity, …
,
(pp. 272-298)
.
2003
Persistent link: https://www.econbiz.de/10001761987
Saved in:
38
Managing the corporate brand : the effects of corporate marketing activity on consumer evaluations of brand extensions
Keller, Kevin Lane
;
Aaker, David A.
-
1997
Persistent link: https://www.econbiz.de/10010366609
Saved in:
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