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Brand franchise extension: New product benefits from existing Brand Names


  • Tauber, Edward M.


No abstract is available for this item.

Suggested Citation

  • Tauber, Edward M., 1981. "Brand franchise extension: New product benefits from existing Brand Names," Business Horizons, Elsevier, vol. 24(2), pages 36-41.
  • Handle: RePEc:eee:bushor:v:24:y:1981:i:2:p:36-41

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    Cited by:

    1. repec:eee:joreco:v:16:y:2009:i:6:p:477-485 is not listed on IDEAS
    2. Bhat, Sobodh & Reddy, Srinivas K., 2001. "The impact of parent brand attribute associations and affect on brand extension evaluation," Journal of Business Research, Elsevier, vol. 53(3), pages 111-122, September.
    3. Muhammad Shakil AHMAD & Ehtesham ul MUJEEB & Amir RAJPUT, 2011. "Does Brand Extension Impact Parent Brand: A Case Of Johnson, Uk," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 53-66, May.
    4. repec:rss:jnljms:v5i10p2 is not listed on IDEAS
    5. Goedertier, Frank & Dawar, Niraj & Geuens, Maggie & Weijters, Bert, 2015. "Brand typicality and distant novel extension acceptance: How risk-reduction counters low category fit," Journal of Business Research, Elsevier, vol. 68(1), pages 157-165.
    6. repec:vul:omefvu:v:9:y:2018:i:1:id:246 is not listed on IDEAS
    7. Marco Giarratana & Alessandra Perri, 2014. "Product and Marketing Actions in a Competitive Scenario," Working Papers 30, Department of Management, Università Ca' Foscari Venezia.
    8. repec:mig:tmjrnl:v:5:y:2017:i:1:p:70-82 is not listed on IDEAS
    9. Liliya Lozanova, 2016. "To Extend or Not to Extend: Advantages and Disadvantages of Brand Extension Strategy," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 4, pages 500-514, December.
    10. Özge Sýðýrcý & A. Müge Yalçýn, 2010. "Factors Affecting Consumer Evaluations Of Brand Extensions," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 24(1+2), pages 67-90.
    11. Guodong (Gordon) Gao & Lorin M. Hitt, 2012. "Information Technology and Trademarks: Implications for Product Variety," Management Science, INFORMS, vol. 58(6), pages 1211-1226, June.
    12. Catherine Viot, 2011. "Can brand identity predict brand extensions' success or failure?," Post-Print hal-01803752, HAL.
    13. Florence Kremer & Catherine Viot, 2012. "How store brands build retailer brand image," Post-Print hal-01803720, HAL.
    14. DeGraba, Patrick & Sullivan, Mary W., 1995. "Spillover effects, cost savings, R&D and the use of brand extensions," International Journal of Industrial Organization, Elsevier, vol. 13(2), pages 229-248.
    15. Sandra J. Milberg, 2001. "Positive Feedback Effects Of Brand Extensions: Expanding Brand Meaning And The Range Of Extendibility," Abante, Escuela de Administracion. Pontificia Universidad Católica de Chile., vol. 4(1), pages 3-35.
    16. Nathalie Veg-Sala, 2017. "The impact of stereotyped and non-stereotyped brand genders on cross-gender extension evaluations," Post-Print hal-01735491, HAL.
    17. Soomro, Yasir & Abbas, Sana & Hameed, Irfan & Shakoor, Rehan, 2012. "Consumer evaluation of brand extension: Pakistani Context," MPRA Paper 57416, University Library of Munich, Germany.
    18. Barreiro, Jose Manuel & Ruzo, Emilio & Losada, Fernando, 2004. "Modelo logit multinomial y regresion con variables ficticias: una aplicacion regional al sector lacteo," Economic Development 81, University of Santiago de Compostela. Faculty of Economics and Business. Econometrics..

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