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Commentaries and reply to "Can brand extension signal product quality?" by Sridhar Moorthy

Wernerfelt, Birger; Keller, Kevin Lane - 2012

Moorthy (Moorthy S. (2012) Can brand extension signal product quality? Marketing Sci. 31(5):756-770) …

Persistent link: https://www.econbiz.de/10009724867

Commentaries and reply to "can brand extension signal product quality?" by Sridhar Moorthy

Wernerfelt, Birger; Keller, Kevin Lane; Moorthy, Sridhar - In: Marketing science 31 (2012) 5, pp. 771-778

Persistent link: https://www.econbiz.de/10009665101

Can brand extension signal product quality?

Moorthy, Sridhar - In: Marketing science 31 (2012) 5, pp. 756-770

Persistent link: https://www.econbiz.de/10009665103

Can Pokémon GO catch brands? : the fit effect of game characters and brands on efficacy of brand communications

Kim, Dong Hoo; Kim, Seoyeon; Song, Doori - In: Journal of marketing communications 25 (2019) 6, pp. 645-660

Persistent link: https://www.econbiz.de/10012203354

NFT luxury brand marketing in the metaverse : leveraging blockchain-certified NFTs to drive consumer behavior

Sung, Eunyoung; Kwon, Ohbyung; Sohn, Kwonsang - In: Psychology & marketing 40 (2023) 11, pp. 2306-2325

Persistent link: https://www.econbiz.de/10014432401

Advertising and conspicuous consumption

Krähmer, Daniel - 2005

The paper formalizes the intuition that brands are consumed for image reasons and that advertising creates a brand …'s image. The key idea is that advertising informs the public of brand names and creates the possibility of conspicuous …

Persistent link: https://www.econbiz.de/10010366557

Breaking free of a stereotype : should a domestic brand pretend to be a foreign one?

Zhang, Kaifu - In: Marketing science 34 (2015) 4, pp. 539-554

Persistent link: https://www.econbiz.de/10011313063

Brand imitation: a dynamic-game approach

Crettez, Bertrand; Hayek, Naila; Zaccour, Georges - In: International journal of production economics 205 (2018), pp. 139-155

Persistent link: https://www.econbiz.de/10011931420

Are they really persuaded with the brand embedded in the game? : analyzing the effects of nature of game, brand prominence and game-product congruence

Vashisht, Devika; Pillai, Sreejesh S. - In: Journal of research in interactive marketing : … 10 (2016) 3, pp. 249-264

Persistent link: https://www.econbiz.de/10011567084

Store brand quality and retailer's product line design

Chung, Hwan; Lee, Eunkyu - In: Journal of retailing 93 (2017) 4, pp. 527-540

Persistent link: https://www.econbiz.de/10011790717