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Strategic benefits of low fit brand extensions : when and why?
Chun, HaeEun Helen; Park, C. Whan; Eisingerich, Andreas B; … - In: Journal of consumer psychology : JCP : the official … 25 (2015) 4, pp. 577-595
Persistent link: https://www.econbiz.de/10011411181
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Brand-self connections and brand prominence as drivers of employee brand attachment
Gill-Simmen, Lucy; MacInnis, Deborah J.; Eisingerich, … - In: AMS review : official publication of the Academy of … 8 (2018) 3/4, pp. 128-146
Persistent link: https://www.econbiz.de/10011975475
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Measuring brand equity : the marketing surplus and efficiency (MARKSURE)-based brand equity
Park, C. Whan; MacInnis, Deborah J.; Dréze, Xavier; … - In: Brands and brand management : contemporary research …, (pp. 159-187). 2010
Persistent link: https://www.econbiz.de/10003941315
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The connection-prominence attachment model (CPAM) : a conceptual and methodological exploration of brand attachment
Park, C. Whan; Priester, Joseph R.; MacInnis, Deborah J.; … - In: Handbook of brand relationships, (pp. 327-341). 2009
Persistent link: https://www.econbiz.de/10003915633
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Research directions on strong brand relationships
Park, C. Whan; MacInnis, Deborah J.; Priester, Joseph R. - In: Handbook of brand relationships, (pp. 379-393). 2009
Persistent link: https://www.econbiz.de/10003915641
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Evaluation of brand extensions : the role of product feature similarity and brand concept consistency
Park, C. Whan; Milberg, Sandra; Lawson, Robert - 2010
Persistent link: https://www.econbiz.de/10003924413
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Managing negative feedback effects associated with brand extensions : the impact of alternative branding strategies
Milberg, Sandra J.; Park, C. Whan; McCarthy, Michael S. - 2010
Persistent link: https://www.econbiz.de/10003924414
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The role of brand logos in firm performance
Park, C. Whan; Eisingerich, Andreas B; Pol, Gratiana; … - In: Journal of business research : JBR 66 (2013) 2, pp. 180-187
Persistent link: https://www.econbiz.de/10009715055
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From brand aversion or indifference to brand attachment : authors' response to commentaries to Park, Eisingerich, and Park's brand attachment-aversion model
Park, C. Whan; Eisingerich, Andreas B; Park, Jason Whan - In: Journal of consumer psychology : JCP : the official … 23 (2013) 2, pp. 269-274
Persistent link: https://www.econbiz.de/10009766839
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Relating badly to brands
Fournier, Susan; Alvarez, Claudio - In: Journal of consumer psychology : JCP : the official … 23 (2013) 2, pp. 253-264
Persistent link: https://www.econbiz.de/10009766849