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How less congruent new products drive brand engagement : the role of curiosity

Gerrath, Maximilian H. E. E.; Biraglia, Alessandro - In: Journal of business research : JBR 127 (2021), pp. 13-24

Persistent link: https://www.econbiz.de/10012494346

Salvatore Ferragamo : brand heritage as main vector of brand extension and internationalization

Ostillio, Maria Carmela; Ghaddar, Sarah - In: Fashion branding and communication : core strategies of …, (pp. 73-99). 2017

Persistent link: https://www.econbiz.de/10012498307

Direct and moderating influence of perceived fit, risk and parent brand trust on brand extension success of a personal care brand in India

Tripathi, Vibhuti; Rastogi, Pooja; Kumar, Suresh - In: Global business review 19 (2018) 6, pp. 1681-1692

Persistent link: https://www.econbiz.de/10011982951

Antecedents of attitude towards brand extensions

Kalra, Shveta - In: The IUP journal of brand management : IJBRM 16 (2019) 4, pp. 29-44

Persistent link: https://www.econbiz.de/10012182597

How associations between products and numbers in brand names affect consumer attitudes : introducing multi-context numbers

Ozcan, Timucin; Gunasti, Kunter - In: The journal of brand management : an international journal 26 (2019) 2, pp. 176-194

Persistent link: https://www.econbiz.de/10012060058

Consumer Acceptability of Brand Extensions : The Role of Brand Reputation and Perceived Similarity

Ragel, Victoria Rosanna - 2015

This study empirically examines the role of independent variables in deciding Consumer Acceptability of Brand Extension … (CAOBE) considering the ‘Kist' brand in Sri Lanka. The acceptability of brand extension has been tested with regard to … ‘perceived similarity' and ‘brand reputation'. The data was collected from a convenience sample of 200 ‘Kist' brand consumers …

Persistent link: https://www.econbiz.de/10013010546

Factors influencing luxury service brand extension in a developing country

Ahn, Jiseon - In: Journal of consumer marketing 41 (2024) 6, pp. 639-647

Persistent link: https://www.econbiz.de/10015078766

Änderungen von Markennamen : Eine theoretische und empirische Analyse ausgewählter Erscheinungsformen aus Konsumentensicht

Ringeisen, Petra - 2011

Die Änderung eines etablierten Markennamens, beispielsweise im Rahmen von Fusionen & Akquisitionen oder Konsolidierungen von Markenportfolios, birgt hohe Risiken und ist zumeist mit hohen Kosten verbunden. Petra Ringeisen untersucht zeitpunktbezogene Reaktionen von Verbrauchern auf...

Persistent link: https://www.econbiz.de/10014015389

Antecedents of the attitude toward the athlete celebrities' human brand extensions

Koo, Jakeun - In: International journal of sports marketing & sponsorship 23 (2022) 2, pp. 241-258

Persistent link: https://www.econbiz.de/10013369887

In search of fit or authenticity? : a product-type consumer decision in celebrity brand extensions

Osorio, María Lucila; Centeno, Edgar; Cambra-Fierro, Jesús - In: The journal of product & brand management 31 (2022) 6, pp. 841-853

Persistent link: https://www.econbiz.de/10013407559