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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
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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
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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
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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
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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
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The impact of perceived brand globalness, brand origin image, and brand origin-extension fit on brand extension success
Sichtmann, Christina; Diamantopoulos, Adamantios - In: Journal of the Academy of Marketing Science 41 (2013) 5, pp. 567-585
Persistent link: https://www.econbiz.de/10010126677
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The importance of reciprocal spillover effects for the valuation of bestseller brands : introducing and testing a contingency model
Kupfer, Ann-Kristin; Hennig-Thurau, Thorsten; Mathys, … - In: Journal of the Academy of Marketing Science 42 (2014) 2, pp. 205-221
Persistent link: https://www.econbiz.de/10010345183
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How co-branding versus brand extensions drive consumers' evaluations of new products : a brand equity approach
Besharat, Ali - In: Industrial marketing management : the international … 39 (2010) 8, pp. 1240-1249
Persistent link: https://www.econbiz.de/10008807151
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Leveraging brand equity in business-to-business mergers and acquisitions
Lambkin, Mary C.; Muzellec, Laurent - In: Industrial marketing management : the international … 39 (2010) 8, pp. 1234-1239
Persistent link: https://www.econbiz.de/10008807160
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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