Brand extension: the moderating role of the category to which the brand extension is found

ISSN： 1061-0421

Source： Journal of Product and Brand Management, Vol.17, Iss.6, 2008-09, pp. : 393-402

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

Previous Menu Next

Abstract

Related content

Consumer attitude towards brand-extension incongruity: The moderating role of need for cognition and need for change

By Srivastava Kavita Sharma Narendra K.

Journal of Marketing Management, Vol. 28, Iss. 5-6, 2012-05 ,pp. : 652-675

Routledge Ltd

Access to resources Recommend Favorite

Brand trust and brand extension acceptance: the relationship

By Reast Jon D

Journal of Product and Brand Management, Vol. 14, Iss. 1, 2005-01 ,pp. : 4-13

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Positive brand extension trial and choice of parent brand

By Chen Kuang-Jung Liu Chu-Mei

Journal of Product and Brand Management, Vol. 13, Iss. 1, 2004-01 ,pp. : 25-36

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Understanding brand equity for successful brand extension

By Pitta Dennis A Katsanis Lea Prevel

Journal of Consumer Marketing, Vol. 12, Iss. 4, 1995-04 ,pp. : 51-64

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

The effect of brand extension strategies upon brand image

By Martínez Eva Chernatony Leslie de

Journal of Consumer Marketing, Vol. 21, Iss. 1, 2004-01 ,pp. : 39-50

Emerald Group Publishing Ltd

Access to resources Recommend Favorite