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The effect of promotion type and benefit congruency on brand image

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Family influence on young adult's brand evaluation : an empirical analysis focused on parent-children influence in three consumer packaged goods

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Melero, Iguácel; Montaner, Teresa - In: European journal of management and business economics : … 25 (2016) 3, pp. 161-167

Although previous cause-related marketing literature has examined the role of the nature of the product and the perceived fit between the product and the cause, there is no clear consensus yet regarding the effect of these variables. This study contributes to existing literature by shedding...

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Consumer responses to brand extensions: a comprehensive model

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From online to offline through brand extensions and alliances

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The role of perceived value in vertical brand extensions of luxury and premium brands

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