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Expanding the boundary of brand extensions through brand relationship quality
Arikan, Esra; Yılmaz, Çengiz; Bodur, Muzaffer - In: Journal of business economics and management 17 (2016) 6, pp. 930-944
Persistent link: https://www.econbiz.de/10011625922
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Exchange versus communal : how brand relationship types affect brand extension evaluation
Jiang, Hui; Wang, Kaichao; Bian, Jiahui; Chen, Yuangao; … - In: Journal of relationship marketing : innovations and … 23 (2024) 1, pp. 47-75
Persistent link: https://www.econbiz.de/10014514527
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Consumer evaluations on brand extensions : B2B brands extended into B2C markets
Burnaz, Sebnem; Bilgin, Pinar - In: The journal of product & brand management 20 (2011) 4, pp. 256-267
Persistent link: https://www.econbiz.de/10009314023
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Consumer-brand relationships in step-down line extensions of luxury and designer brands
Hanslin, Kamilla; Rindell, Anne - In: Journal of fashion marketing and management 18 (2014) 2, pp. 145-168
Persistent link: https://www.econbiz.de/10010384290
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The roles of customer-brand relationships and brand equity in brand extension acceptance
Chiu, Chao-Min; Huang, Hsin-Yi; Weng, Yi-Chin; Chen, … - In: Journal of electronic commerce research : JECR 18 (2017) 2, pp. 155-176
Persistent link: https://www.econbiz.de/10011669622
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Brand portfolio coherence : scale development and empirical demonstration
Nguyen, Hang T.; Zhang, Yufei; Calantone, Roger J. - In: International journal of research in marketing : IJRM ; … 35 (2018) 1, pp. 60-80
Persistent link: https://www.econbiz.de/10011816963
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Brand attribute associations, emotional consumer-brand relationship and evaluation of brand extensions
Pourazad, Naser; Stocchi, Lara; Pare, Vipul - In: Australasian marketing journal 27 (2019) 4, pp. 249-260
Persistent link: https://www.econbiz.de/10012153387
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How does parent heritage brand preference affect brand extension loyalty? : a moderated mediation analysis
Prados-Peña, Ma. Belén; Barrio-García, Salvador del - In: Tourism management perspectives : TMP 36 (2020), pp. 1-16
Persistent link: https://www.econbiz.de/10012421399
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The choice of brand extension : the moderating role of brand loyalty on fit and brand familiarity
Liang, Beichen; Fu, Wei - In: Journal of marketing analytics : JMA 9 (2021) 1, pp. 17-32
Persistent link: https://www.econbiz.de/10012487126
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Extending B2B brands into the B2C market : whether, when, and how brands should emphasize B2B industry background
Zhou, Zhimin; Ding, Yi; Feng, Wenting; Ke, Nianman - In: Journal of business research : JBR 130 (2021), pp. 364-375
Persistent link: https://www.econbiz.de/10012544812