Purpose – Since publication, Aaker and Keller's seminal paper on brand extensions has received acclaimed support and … criticism. This paper aims to return to the original work and extend the frameworks presented to brand alliances. The study … seeks to examine the dimensions used in the original model and attempt to identify whether the brand extension dimensions …

Purpose – This research seeks to examine the regulation of practices that promote brand interest. Its goal is to … interest in a particular brand. These practices were then arranged into categories by their method of influencing consumer … behavior. Findings – The 3Cs approach appears to provide a useful conceptual model for consumer brand managers. This model …

Purpose – The purpose of this paper is to develop a comprehensive model that combines brand knowledge and brand …. Findings – It is found that current purchases are affected by brand image mostly directly and by brand awareness mostly … indirectly. In contrast, future purchases are not affected by either dimension of brand knowledge directly; rather, brand …

lens of the brand management literature. Design/methodology/approach – The paper reviews recent analysis of the value and … source of brand value. A framework for brand management in a customer advocacy context is introduced and examples of … companies pursuing advocacy‐based strategies and practices are illustrated. Findings – Through careful brand management …

effective strategy to revitalise a brand. Respondents also stated that the line extension needs to be very closely linked to the … core brand. Being an early entrant but not first‐to‐market or late‐to‐market was also important. Originality …/value – Guidelines to management are provided and a framework is developed for using upscale line extensions in brand revitalization …

brand alliances. Design/methodology/approach – The paper explores branding elements previously identified in the literature … as being important to understanding brand extensions, and seeks to identify whether these elements apply to brand … alliances. Consumer reactions to, and their beliefs and attitudes about, various fictitious brand alliances are explored …

brand image (CBI) in two book retailers, one selling exclusively online, and the other selling exclusively offline in a … shoppers of the site or bookstore). The antecedents of CBI which were the functional aspects of brand attributes (such as ease … itself (emotional aspects of the corporate brand or personality traits of the company) and, further, the consequences of …