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Consumer evaluation of vertical brand extensions and core brands

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  • Kim, Chung K.
  • Lavack, Anne M.
  • Smith, Margo

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  • 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.
    • Handle: RePEc:eee:jbrese:v:52:y:2001:i:3:p:211-222
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    References listed on IDEAS

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    1. Sujan, Mita & Dekleva, Christine, 1987. "Product Categorization and Inference Making: Some Implications for Comparative Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 372-378, December.
    2. 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.
    3. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
    4. 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.
    5. Sullivan, Mary, 1990. "Measuring Image Spillovers in Umbrella-Branded Products," The Journal of Business, University of Chicago Press, vol. 63(3), pages 309-329, July.
    6. 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.
    7. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
    8. Sheinin, Daniel A. & Schmitt, Bernd H., 1994. "Extending brands with new product concepts: The role of category attribute congruity, brand affect, and brand breadth," Journal of Business Research, Elsevier, vol. 31(1), pages 1-10, September.
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