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Expanding the boundary of brand extensions through brand relationship quality
Arikan, Esra; Yılmaz, Çengiz; Bodur, Muzaffer - In: Journal of business economics and management 17 (2016) 6, pp. 930-944
Persistent link: https://www.econbiz.de/10011625922
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Exchange versus communal : how brand relationship types affect brand extension evaluation
Jiang, Hui; Wang, Kaichao; Bian, Jiahui; Chen, Yuangao; … - In: Journal of relationship marketing : innovations and … 23 (2024) 1, pp. 47-75
Persistent link: https://www.econbiz.de/10014514527
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Brand portfolio coherence : scale development and empirical demonstration
Nguyen, Hang T.; Zhang, Yufei; Calantone, Roger J. - In: International journal of research in marketing : IJRM ; … 35 (2018) 1, pp. 60-80
Persistent link: https://www.econbiz.de/10011816963
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Brand attribute associations, emotional consumer-brand relationship and evaluation of brand extensions
Pourazad, Naser; Stocchi, Lara; Pare, Vipul - In: Australasian marketing journal 27 (2019) 4, pp. 249-260
Persistent link: https://www.econbiz.de/10012153387
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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
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The choice of brand extension : the moderating role of brand loyalty on fit and brand familiarity
Liang, Beichen; Fu, Wei - In: Journal of marketing analytics : JMA 9 (2021) 1, pp. 17-32
Persistent link: https://www.econbiz.de/10012487126
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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
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Emotional brand attachment and attitude toward brand extension
Vahdat, Arash; Hafezniya, Hanieh; Jabarzadeh, Younis; … - In: Services marketing quarterly 41 (2020) 3, pp. 236-255
Persistent link: https://www.econbiz.de/10012256943
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The relationship between consumer-brand identification and brand extension
Shokri, Mohammad; Alavi, Ali - In: Journal of relationship marketing : innovations and … 18 (2019) 2, pp. 124-145
Persistent link: https://www.econbiz.de/10012181022
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Impact of brand nostalgia on intention to purchase brand extensions : moderating role of brand attachment
Banerjee, Shubhomoy; Shaikh, Ateeque - In: The journal of product & brand management 31 (2022) 7, pp. 1005-1017
Persistent link: https://www.econbiz.de/10013429003