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The effects of order and direction on multiple brand extensions

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  • Dawar, Niraj
  • Anderson, Paul F.

Abstract

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Suggested Citation

  • Dawar, Niraj & Anderson, Paul F., 1994. "The effects of order and direction on multiple brand extensions," Journal of Business Research, Elsevier, vol. 30(2), pages 119-129, June.
    • Handle: RePEc:eee:jbrese:v:30:y:1994:i:2:p:119-129
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    Cited by:

    1. Deng, Qian (Claire) & Messinger, Paul R., 2022. "Dimensions of brand-extension fit," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 764-787.
    2. Kapoor, Harish & Heslop, Louise A., 2009. "Brand positivity and competitive effects on the evaluation of brand extensions," International Journal of Research in Marketing, Elsevier, vol. 26(3), pages 228-237.
    3. Tina Vukasovic & Bojana Korez & Sonja Porekar Petelin, 2018. "The Expansion of the Brand through the Establishment of the Mobile Kitchen System," Management, University of Primorska, Faculty of Management Koper, vol. 13(1), pages 19-31.
    4. Michel, Géraldine & Rieunier, Sophie, 2012. "Nonprofit brand image and typicality influences on charitable giving," Journal of Business Research, Elsevier, vol. 65(5), pages 701-707.
    5. Florian Lukas SEIZER, 2017. "The Influence Of Line Extension Strategies By Premium Brands On Brand Equity: Cultural Differences Between Germany And Thailand," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 77-105, May.
    6. Kim, Chung K. & Lavack, Anne M. & Smith, Margo, 2001. "Consumer evaluation of vertical brand extensions and core brands," Journal of Business Research, Elsevier, vol. 52(3), pages 211-222, June.
    7. Smith, Robert W. & Keller, Kevin Lane, 2021. "If all their products seem the same, all the parts within a product seem the same too: How brand homogeneity polarizes product experiences," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 698-714.
    8. Jae Jin Lee & Sung-Jun Lee, 2017. "The Differences of Asian and Western Consumers’ Attitudes towards Brand Extensions by Information Types: Attributerelated versus Non-attribute-related Information," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 281-290.
    9. Jeffrey R. Parker & Donald R. Lehmann & Kevin Lane Keller & Martin G. Schleicher, 2018. "Building a multi-category brand: when should distant brand extensions be introduced?," Journal of the Academy of Marketing Science, Springer, vol. 46(2), pages 300-316, March.
    10. Price, Lydia J. & Dawar, Niraj, 2002. "The joint effects of brands and warranties in signaling new product quality," Journal of Economic Psychology, Elsevier, vol. 23(2), pages 165-190, April.
    11. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.

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