-beurteilung des Transferproduktes und des Markenimages. Stephan Günther stellt den aktuellen Forschungsstand zum Markentransfer …

We investigate the effects of actual product experiences with typical brand extensions on attitudes toward low- vs …-individual influence of an experience with an extension on evaluations of the core brand. We find support for the microtheoretical notion … that the valence of the experience with an extension has asymmetric effects on parent brand attitudes depending on the …

Most brand extension literature usually focus on consumers' evaluations of brand extensions from the perspective of the … parent brand or the extensions product characteristics, or the interaction of the parent brand and the extensions. However …, little brand extension research, as well as even consumer behavior research attempts to find the critical determinants as …