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Is similarity a constraint for service-to-service brand extensions?
Dimitriu, Radu; Warlop, Luk - In: International journal of research in marketing : IJRM ; … 39 (2022) 4, pp. 1019-1041
Persistent link: https://www.econbiz.de/10013471031
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The context (in)dependence of low-fit brand extensions
Mathur, Pragya; Malika, Malika; Agrawal, Nidhi; … - In: Journal of marketing 87 (2023) 1, pp. 114-132
Persistent link: https://www.econbiz.de/10013474431
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It is better with a shade of blue! : consumer evaluation of unisex extension of brands
Bhanja, Nivedita; Mehta, Ritu - In: International journal of consumer studies 46 (2022) 6, pp. 2239-2253
Persistent link: https://www.econbiz.de/10013412135
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CEO narcissism, brand acquisition and disposal, and stock returns
Cao, Zixia; Xu, Kehan - In: Journal of the Academy of Marketing Science 50 (2022) 4, pp. 777-799
Persistent link: https://www.econbiz.de/10013389275
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The impact of luxury brand status signaling, extension authenticity and fit on luxury line extension evaluation : a cross-national study
Boisvert, Jean; Ashill, Nicholas J. - In: International marketing review 39 (2022) 2, pp. 395-422
Persistent link: https://www.econbiz.de/10013396206
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The influences of product quality and brand expansion toward consumers' purchase decision of liquid Tolak Angin products : a study on customers' behaviours in K-24 pharmacies in Ea...
Lestari, Anik; Safitri, Isna Ayu - In: International journal of business process integration … 11 (2022) 1, pp. 26-34
Persistent link: https://www.econbiz.de/10013450807
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Brands as core assets : trends and challenges of branding in fashion business
Jin, Byoungho; Cedrola, Elena - In: Fashion branding and communication : core strategies of …, (pp. 1-39). 2017
Persistent link: https://www.econbiz.de/10014547468
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"You got a new name!" : how does renaming a music festival with a brand affect the festivalgoer's purchase intention
Brandão, Amélia Maria Pinto da Cunha; Gadekar, Mahesh - In: International journal of event and festival management 14 (2023) 3, pp. 261-276
Persistent link: https://www.econbiz.de/10014320102
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Framing brand concept of vertical line extensions : the moderating role of believability
Pontes, Nicolas; Leite, Fernanda Polli; Goyeneche, David - In: Journal of consumer behaviour 23 (2024) 5, pp. 2279-2290
Persistent link: https://www.econbiz.de/10015110745
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On the extendibility of brands with subordinate versus basic category concepts
Topaloglu, Omer; Kumar, Piyush; Dass, Mayukh - In: Journal of retailing 97 (2021) 3, pp. 394-404
Persistent link: https://www.econbiz.de/10013256052