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Year of publication
Subject
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Markentransfer 636 Brand extension 593 Brand management 422 Markenführung 422 Konsumentenverhalten 399 Consumer behaviour 397 Markenimage 316 Brand image 315 Brand 207 Markenartikel 207 Marketing management 60 Marketingmanagement 60 Erfolgsfaktor 58 Deutschland 45 Germany 43 Theorie 42 Theory 42 Luxury goods 39 Luxusgüter 39 Success factor 39 Werbewirkung 36 brand extension 36 Advertising effects 35 Brand extensions 34 Beziehungsmarketing 32 Relationship marketing 32 New product development 30 Produktentwicklung 30 Markenpolitik 29 Brand architecture 25 Corporate reputation 25 Firmenimage 25 Markenarchitektur 25 Experiment 23 USA 23 United States 23 Innovation 21 Sponsoring 21 Sponsorship 21 Perception 19
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Online availability
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Undetermined 170 Free 71 CC license 4
Type of publication
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Article 474 Book / Working Paper 162
Subcategories
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Article in journal 407 Book section 58 Working paper 17 Case study 10 Proceedings 1 Report 1 Textbook 1
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Language
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English 521 German 109 Undetermined 4 French 2
Author
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Völckner, Franziska 15 Sattler, Henrik 13 Keller, Kevin Lane 10 Boisvert, Jean 9 Huber, Frank 8 Phau, Ian 6 Pina, José M. 6 Bravo, Rafael 5 Dawes, John 5 Dens, Nathalie 5 Dwivedi, Abhishek 5 Hem, Leif E. 5 Merrilees, Bill 5 Meyer, Frederik 5 Milberg, Sandra J. 5 Moorthy, Sridhar 5 Pelsmacker, Patrick de 5 Reinstrom, Christian 5 Sichtmann, Christina 5 Sood, Sanjay 5 Walsh, Patrick 5 Wiedmann, Klaus-Peter 5 Baumüller, Nicole 4 Burmann, Christoph 4 Dawar, Niraj 4 Esch, Franz-Rudolf 4 Gürhan-Canli, Zeynep 4 Hennig-Thurau, Thorsten 4 Iversen, Nina M. 4 John, Deborah Roedder 4 Kaufmann, Gwen 4 Kröger, Sonja 4 Mahnik, Nina 4 Mayerhofer, Wolfgang 4 Monga, Alokparna Basu 4 Park, C. Whan 4 Ringeisen, Petra 4 Ringle, Christian M. 4 Sjödin, Henrik 4 Zatloukal, Grit 4
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Institution
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Springer Fachmedien Wiesbaden 2 BusinessVillage GmbH 1 Center of Market Oriented Product and Production Management 1 FOM-Hochschule für Oekonomie & Management / KCM KompetenzCentrum für Marketing & Medienwirtschaft 1 Fachverlag für Wirtschafts- und Steuerrecht Schäffer <Stuttgart> 1 Institut für Automobilwirtschaft und Industrielle Produktion 1 Josef Eul Verlag GmbH 1 Universität Hannover / Institut für Marketing & Management 1 Universität des Saarlandes 1 Verlag Dr. Kovač 1 Verlag Franz Vahlen 1
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Published in...
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The journal of brand management : an international journal 30 Journal of business research : JBR 25 The journal of product & brand management 25 Psychology & marketing 17 European journal of marketing : EJM 13 Journal of the Academy of Marketing Science 11 Brand management ; Vol. 3 10 Gabler Edition Wissenschaft / Marken- und Produktmanagement 10 Journal of retailing and consumer services 9 International journal of advertising : the review of marketing communications 7 International journal of research in marketing : IJRM ; official journal of the European Marketing Academy 7 Journal of marketing 7 SpringerLink / Bücher 7 The IUP journal of brand management : IJBRM 7 Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology 6 Journal of consumer research : JCR ; an interdisciplinary bimonthly 6 Journal of marketing management : MM 6 Journal of marketing research : JMR 6 Sport marketing quarterly : preferred journal of the Sport Marketing Association 6 Marketing letters : a journal of research in marketing 5 Research 5 Industrial marketing management : the international journal for industrial and high-tech firms 4 International journal of sport management and marketing : IJSMM 4 Journal of fashion marketing and management 4 Journal of international consumer marketing 4 Reihe: Marketing : MAR 4 The journal of consumer marketing 4 The journal of product innovation management : an international publication of the Product Development & Management Association 4 AMS review : official publication of the Academy of Marketing Science 3 Asia Pacific journal of marketing and logistics 3 Australasian marketing journal 3 Business horizons 3 Erfolgsfaktoren der Markenführung : Know-how aus Forschung und Management 3 Innovatives Markenmanagement 3 International journal of business and globalisation : IJBG 3 International journal of hospitality management 3 International journal of market research 3 International journal of sports marketing & sponsorship 3 International marketing review 3 Journal of advertising : official publication of the American Academy of Advertising 3
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Source
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ECONIS (ZBW) 612 USB Cologne (EcoSocSci) 21 EconStor 2 OLC EcoSci 1
Showing 1 - 50 of 602
 
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Act your age to engage : field evidence on parent versus brand extension
Tincknell, Liam; Mathmann, Frank; Torgler, Benno; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015192501
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How to signal product variety on pack : an investigation of color and image cues
Ward, Ella; Romaniuk, Jenni; Trinh, Giang; Dawes, John; … - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014584428
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Only the ugly face? : a theoretical model of brand dilution
Bacchiega, Emanuele; Colucci, Mariachiara; Denicolò, … - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014551119
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Can consumer engagement on social media affect brand extension success? : the case of luxury fashion brands and restaurants
Yoo, Jungmin - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015101860
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The influence of self-brand connection on consumer reactions to symbolic incongruency and perceived betrayal
Sayin, Eda; Gürhan-Canli, Zeynep - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014531536
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How do line extensions impact brand sales? : the role of feature similarity and brand architecture
Sezen, Burcu; Pauwels, Koen; Ataman, Berk - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015138090
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Framing brand concept of vertical line extensions : the moderating role of believability
Pontes, Nicolas; Leite, Fernanda Polli; Goyeneche, David - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015110745
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From a role-playing game (RPG) to abrand : strategic implications from an over-two-decade case
Au, Cheuk Hang; Chou, Chih-Yuan; Ho, Kevin K. W. - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015053176
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The impact of Janus fit brand extensions on perceived brand innovativeness
Falana, Wuraola; Aspara, Jaakko; Frösén, Johanna - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014555854
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Innovating the archetype : discovering the boundaries of the triangular designer space
Mulder-Nijkamp, Maaike; Kok, Mendel de; Klassen, Viktor; … - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015186185
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Fast fashion vs. Luxury fashion : who is better fitting with sustainable extension? : the comparison of recycling and upcycling
Jing, Teng; Shi, Guicheng; Liu, Matthew Tingchi; Zhu, … - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015666023
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Vertical line extension : a systematic review of research on upward and downward line extension
Schmitz, Anna-Karina; Brexendorf, Tim Oliver; … - 2023
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014315450
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Financial returns to corporate brand extensions : does typicality matter?
Sezen, Burcu; Hanssens, Dominique M. - 2023
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014374831
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Luxury fashion brand extension : a qualitative exploration of new experiences and social media sharing motivation
Kim, Sanghee; Chang, Hyo Jung; Cuevas, Leslie - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015546317
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From smartphones to electric cars : a multidimensional analysis of Xiaomi's brand extension and consumer perceptions
Wang, Qiufen; Fan, Xue; Fu, Ziqiang; Wang, Jiahao - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015547064
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Exploring the role of green brand extensions and greenwashing in the fashion industry
Roozen, Irene T. M.; Raedts, Mariet; Henderix, Margot - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015188846
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Brand extension strategy in the presence of carbon tax regulation policy and social influence
Zhou, Pin; Xu, He; Liu, Xu; Gao, Dan - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015406555
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Brand extension or co-branding : the consumer's attribution of responsibility to the crossover strategies of heritage brands
Zhang, Yicong; Guo, Xiaoling; Qu, Yifan - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015441239
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The feature transposition effect : Increasing brand coolness through brand extension
Yin, Cheng-Yue; Bi, Nan; Liu, Xiao-Xin; Li, Meng-Ran; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015425422
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Standing out while fitting in : an objective measure of visual branding cohesion across a product portfolio
Ward, Ella; Trinh, Giang; Beal, Virginia; Dawes, John; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015562802
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Revisiting consumer loyalty : luxury brand extension into restaurants and cafés
Kim, Sanghee; Cuevas, Leslie; Chang, Hyo Jung - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015610365
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Sourcing strategy for brand extension with social influence
Zhang, Chong; Zhang, Yu; Zhu, Yi; Ren, Xuejie; Sun, Shuxing - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015593192
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Enhancing upward extension effectiveness : the roles of brand architecture and need for uniqueness
Mo, Zan; Li, Mengyin; He, Yue; Yu, Chao; Fu, Huijian - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015456491
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Unveiling the role of brand engagement in brand extension for masstige brands : functionality matters as much as fit
Özer, Alper; Özer, Mehmet; Buran, İrem; Genç, Esra - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015665190
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The effects of brand heritage and brand innovation on extended product purchase intentions for corporate heritage brands : a yin-yang perspective
Xu, Wei; Gao, Changgui; Zhang, Xiaoqi; Wang, Li - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015665235
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Green Marketing : empirische Erkenntnisse zur Konsumentenwahrnehmung von Ökologie-orientierten Repositionierungsversuchen etablierter Marken
Hesse, Andreas - 2022
Der vorliegende Beitrag präsentiert empirische Erkenntnisse zu Konsumentenwahrnehmungen von sogenannten Green-Marketing-Aktivitäten. Dabei wird bewusst ein Fokus auf Aktivitäten von etablierten Marken gelegt, die nach einer Ökologie-orientierten Auffrischung ihres Images streben. Dabei...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013279291
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Green Marketing: Empirische Erkenntnisse zur Konsumentenwahrnehmung von Ökologie-orientierten Repositionierungsversuchen etablierter Marken
Hesse, Andreas - 2022
Book / Working Paper
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Corporate Brand Extensions Based on the Purchase Likelihood : Governance Implications
Goumas, Spyridon; Charamis, Dimitrios; Maroukla, Eirini; … - 2022
This paper is examining the purchase likelihood of hypothetical service brand extensions from product companies focusing on consumer electronics based on sector categorization and perceptions of fit between the existing product category and image of the company. Prior research has recognized...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013293366
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Downward price-based luxury brand line extension : effects on premium luxury buyer's perception and consequences on buying intention and brand loyalty
Royo-Vela, Marcelo; Pérez Sánchez, Mónica - 2022
This research was carried out from the perspective of downward price-based brand extensions with the aim to discover its effects on customer perceptions regarding luxury brands and brand extensions and consequences on buying intention and luxury brand loyalty. The conceptual framework is based...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013407380
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CEO narcissism, brand acquisition and disposal, and stock returns
Cao, Zixia; Xu, Kehan - 2022
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013389275
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CEO narcissism, brand acquisition and disposal, and stock returns
Cao, Zixia; Xu, Kehan - 2022
Book / Working Paper
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Drivers of autonomous vehicles-analyzing consumer preferences for self-driving car brand extensions
Eggers, Felix; Eggers, Fabian - 2022
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013184269
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The Effects of the Brand Extension of Movies on Box Office Performance in the Korean Film Market
Kim, Hun; Chang, Byeng-Hee - 2022
This study intended to broaden the research on brand-extended film and contribute to the generalization of the theory by applying the concept of brand extension to the film industry. By applying multiple regression analysis, we can grasp the effect of movie performance predictors on the...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014084796
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Strategie und Technik der Markenführung
Esch, Franz-Rudolf; Esch, Dennis - 2024 - 10., vollständig überarbeitete und erweiterte Auflage
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013468169
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NPS spillover in brand extensions : an empirical study
Cho, Jihoon; Walker, Doug; Nowlin, Edward L. - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014584493
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The bilateral image flow in sponsorship : an extension of Prendergast, Paliwal, and Mazodier (2016)
Koo, Jakeun; Heo, Jun - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014550815
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Sustainable line extensions as a blueprint for brand visibility : learning from the NoLo spirits experience
Ramírez Pagès, Alba; Derqui Zaragoza, Belén - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015077068
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Centrality of sensory attributes in brand extension evaluations
Sekar, Samuel Babu; Varki, Sajeev; Elsantil, Yasmeen - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015078719
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Factors influencing luxury service brand extension in a developing country
Ahn, Jiseon - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015078766
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Brand extension failure and parent brand penalty : the role of implicit theories
Jain, Shailendra Pratap; Mathur, Pragya; Isaac, Mathew S.; … - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014470743
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Exchange versus communal : how brand relationship types affect brand extension evaluation
Jiang, Hui; Wang, Kaichao; Bian, Jiahui; Chen, Yuangao; … - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014514527
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Extension of heritage brands and consumer purchase intention with the moderating role of pop culture involvement : an empirical analysis of time-honoured brands in China
He, Jinhua; Xiang, Jiaxin; Wang, Jing - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015210504
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Fred Harvey and the Santa Fe Railroad's Brand extension strategy to develop Southwestern tourism in the USA in the early 1900s
Ford, Robert C.; Kwun, David J.; Van Fleet, David D. - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015175728
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How best to advertise low-fit brand extensions : a construal level theory perspective
Saeed, Muhammad Rashid; Lee, Richard; Lockshin, Lawrence S. - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014471245
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Shaping extendibility : the influence of circular versus angular shapes on consumer brand extension evaluation
Wu, Yi; Cai, Yuanyuan; Zhou, Xiaohan; Huang, Xinyi - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014541929
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How are consumers reacting to brand sobriety : an analysis of perceived coherence and message tone in a Canadian context
Kolli, Inès; Guèvremont, Amélie; Durif, Fabien - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015183026
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Influential factors of brand extension among university students : case for Pakistan
Orangzab; Sajjad, Muhammad; Zulfiqar, Muhammad Umair; … - 2021
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013161918
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Branding Vertical Product Line Extensions
Jungbauer, Thomas; Schmid, Christian - 2021
Firms that sell vertically differentiated products infrequently roll out multiple products at the same time. In fact, it is often a firm already selling a well-established product, that decides to expand up- or downwards when such an opportunity arises. A critical decision in this scenario is...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013251344
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Key antecedents of brand equity in heritage brand extensions : the moderating role of tourist heritage experience
Prados-Peña, M. Belén; Barrio-García, Salvador del - 2021
This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012596325
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How Common are Brand Extensions in Consumer Goods Markets? A Multi-Country Study
Dawes, John - 2020
Many studies discuss the proliferation of brand extensions (eg. Romeo, 1991; Han, 1998; Milberg, Whan Park and McCarthy, 1997), but there is a lack of academic research to show how common they really are. The present study documents the incidence of brand extensions in three geographic consumer goods...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012842233
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Brand Extension Management : Analysis of Industry Trends
Lee, JungKook - 2020
Incumbent traditional brands have an initial advantage over new entrants to a market. With traditional brands, marketers have spent many dollars and many years to establish brand awareness and build equity. Building and managing strong brands is considered to be one of the key drivers of success...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012831906
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The context (in)dependence of low-fit brand extensions
Mathur, Pragya; Malika, Malika; Agrawal, Nidhi; … - 2023
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013474431
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