further than quality and price. Linking the techniques of revenue and brand management may provide a winery with revenue … growth and customer loyalty. This study examined dimensions of wine packaging equity, benefits wine consumers seek and the …

This research introduces the concept of brand association centrality and distinguishes central brand associations (CBAs …) and peripheral brand associations (PBAs). Study 1 shows that the consistency with CBAs and PBAs influences perceived brand … extension fit. However, the brand extension consistency with CBAs positively affects consumer–brand extension evaluations, while …

lowering of consumers’ brand loyalty and the growth of price loyalty as well as the consumer acceptance of brand extension and …

lowering of consumers’ brand loyalty and the growth of price loyalty as well as the consumer acceptance of brand extension and …

lowering of consumers’ brand loyalty and the growth of price loyalty as well as the consumer acceptance of brand extension and …

study are brand development, brand communication, and brand extension. The case follows a new hire, Natalie, as she joins … forward and developing further strategies to continue to engage the Cavaliers fans and to develop the CavFanatic brand. …

Moorthy [Moorthy S (2012) Can brand extension signal product quality? <i>Marketing Sci.</i> 31(5):756-770]. …

This paper asks whether brand extension can serve as a signal of product quality given that it costs less than a new … brand. (Existing literature has assumed either that brand extension is cost-neutral or that it costs more.) I show that it … unique; a pooling equilibrium also exists in which brand extension signals nothing. For another, the separating equilibrium …

brand management and public policy as well as theoretical implications for the study of human learning and memory. Prior to …

Two studies demonstrate that strong brand relationship quality (BRQ) enhances consumer judgments about brand extensions …