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

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. …

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

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

This article presents the results of a survey dealing with consumer acceptance of a brand extension. A questionnaire … was submitted in order to gain perceptions about sixteen hypothetical brand extensions. By using some regression models …, it was determined which factors affect consumer's attitude toward a brand extension. The original contribution to brand …

empirical and theoretical considerations in the information analysis of brand extensions on consumer behavior. Broadly the study …