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Effects of Technological Hierarchy on Brand Extension Evaluations

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  • Jun, Sung Youl
  • Mazumdar, Tridib
  • Raj, S. P.

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  • Jun, Sung Youl & Mazumdar, Tridib & Raj, S. P., 1999. "Effects of Technological Hierarchy on Brand Extension Evaluations," Journal of Business Research, Elsevier, vol. 46(1), pages 31-43, September.
    • Handle: RePEc:eee:jbrese:v:46:y:1999:i:1:p:31-43
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    References listed on IDEAS

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    1. Meyers-Levy, Joan & Tybout, Alice M, 1989. "Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 39-54, June.
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    Cited by:

    1. Dens, Nathalie & De Pelsmacker, Patrick, 2010. "Attitudes toward the extension and parent brand in response to extension advertising," Journal of Business Research, Elsevier, vol. 63(11), pages 1237-1244, November.
    2. Sung Youl Jun & Hye Kyung Park & Kyung Ho Kim, 2022. "The effects of nostalgia marketing on consumers’ brand extension evaluation," Journal of Brand Management, Palgrave Macmillan, vol. 29(3), pages 271-286, May.
    3. Dhananjay Bapat & J. S. Panwar, 2009. "Consumer Evaluation of Brand Extensions: An Empirical Assessment in the Indian Context," Vision, , vol. 13(2), pages 47-52, April.
    4. Utkal Khandelwal & Naval Bajpai, 2013. "Measuring Consumer Attitude through Marketing Dimensions: A Comparative Study between Metro and Non-metro Cities," Jindal Journal of Business Research, , vol. 2(2), pages 85-103, December.
    5. Story, John W., 2005. "The effects of perceived technological incongruence on perceptions of fit between countries, products, and attributes," Journal of Business Research, Elsevier, vol. 58(10), pages 1310-1319, October.

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