Narrow search
Showing 1 - 10 of 27
Cover Image
Consumer generated brand extensions : definition and response strategies
Boon, Edward; Grant, Philip; Kietzmann, Jan - In: The journal of product & brand management 25 (2016) 4, pp. 337-344
Persistent link: https://www.econbiz.de/10011607040
Cover Image
Perceived fit and deal framing : the moderating effect of perceived fit on sales promotions in line and brand extensions
Shen, Feng - In: The journal of product & brand management 23 (2014) 4/5, pp. 295-303
Persistent link: https://www.econbiz.de/10010422966
Cover Image
Ineffective brand extensions and the Sisyphus Effect
Zheng, Chundong; Ma, Ke; Duan, Qi; Wang, Han - In: The journal of product & brand management 24 (2015) 2, pp. 165-171
Persistent link: https://www.econbiz.de/10011308500
Cover Image
Position matters when we stand together : a linguistic perspective on composite brand extensions
Tsai, Meng-Chun; Lou, Yung-Chien; Bei, Lien-ti; Monroe, … - In: Journal of the Academy of Marketing Science 42 (2014) 6, pp. 680-701
Persistent link: https://www.econbiz.de/10010466638
Cover Image
The effects of schema congruity on consumer response to celebrity advertising
Harmon-Kizer, Tracy R. - In: Journal of marketing communications 23 (2017) 2, pp. 162-175
Persistent link: https://www.econbiz.de/10011706477
Cover Image
Brand extension feedback effects : what do we know and where should we go?
Childs, Michelle - In: The journal of product & brand management 26 (2017) 7, pp. 671-689
Persistent link: https://www.econbiz.de/10011808387
Cover Image
Parent brand quality, service intensity and consumers' usage consideration of service-to-service brand extensions
O'Reilly, Kelley; Mumuni, Alhassan G.; Newell, Stephen J.; … - In: The journal of product & brand management 26 (2017) 7, pp. 690-703
Persistent link: https://www.econbiz.de/10011808392
Cover Image
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
Cover Image
Building a multi-category brand : when should distant brand extensions be introduced?
Parker, Jeffrey R.; Lehmann, Donald R.; Keller, Kevin Lane - In: Journal of the Academy of Marketing Science 46 (2018) 2, pp. 300-316
Persistent link: https://www.econbiz.de/10011844799
Cover Image
What brand extensions need to fully benefit from their parental heritage
Miniard, Paul W.; Jayanti, Rama K.; Alvarez, Cecilia M. O. - In: Journal of the Academy of Marketing Science 46 (2018) 5, pp. 948-963
Persistent link: https://www.econbiz.de/10011924821