Attitudes toward the extension and parent brand in response to extension advertising
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- Harleen Kaur & Ajay Pandit, 2015. "Modelling Consumer Evaluation of Brand Extensions: Empirical Evidence from India," Vision, , vol. 19(1), pages 37-48, March.
- Esra Arikan & Cengiz Yilmaz & Muzaffer Bodur, 2016. "Expanding the boundary of brand extensions through brand relationship quality," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 17(6), pages 930-944, November.
- Cho, Yoon-Na & Baskin, Ernest, 2018. "It's a match when green meets healthy in sustainability labeling," Journal of Business Research, Elsevier, vol. 86(C), pages 119-129.
- Michel, Géraldine & Donthu, Naveen, 2014. "Why negative brand extension evaluations do not always negatively affect the brand: The role of central and peripheral brand associations," Journal of Business Research, Elsevier, vol. 67(12), pages 2611-2619.
- Timm Teubner & Marc T. P. Adam & Florian Hawlitschek, 2020. "Unlocking Online Reputation," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 62(6), pages 501-513, December.
- Richa Joshi & Rajan Yadav, 2017. "Evaluating the Feedback Effects of Brand Extension on Parent Brand Equity: A Study on Indian FMCG Industry," Vision, , vol. 21(3), pages 305-313, September.
- Diandian Xiang & Leinan Zhang & Qiuyan Tao & Yonggui Wang & Shuang Ma, 2019. "Informational or emotional appeals in crowdfunding message strategy: an empirical investigation of backers’ support decisions," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 1046-1063, November.
- Ingrid Moons & Patrick De Pelsmacker, 2015. "Self-Brand Personality Differences and Attitudes towards Electric Cars," Sustainability, MDPI, vol. 7(9), pages 1-18, September.
- Grigsby, Jamie L. & Mellema, Hillary N., 2020. "Negative Consequences of Storytelling in Native Advertising," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 61-78.
- Chung-Yu Wang & Li-Wei Wu & Chen-Yu Lin & Ruei-Jie Chen, 2017. "Purchase Intention toward the Extension and Parent Brand: The Role of Brand Commitment," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 13(1), pages 83-103, February.
- Felix Eggers & Fabian Eggers, 2022. "Drivers of autonomous vehicles—analyzing consumer preferences for self-driving car brand extensions," Marketing Letters, Springer, vol. 33(1), pages 89-112, March.
- Purnawirawan, Nathalia & De Pelsmacker, Patrick & Dens, Nathalie, 2012. "Balance and Sequence in Online Reviews: How Perceived Usefulness Affects Attitudes and Intentions," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 244-255.
- Zhou, Zhimin & Ding, Yi & Feng, Wenting & Ke, Nianman, 2021. "Extending B2B brands into the B2C market: Whether, when, and how brands should emphasize B2B industry background," Journal of Business Research, Elsevier, vol. 130(C), pages 364-375.
- Richa Joshi & Rajan Yadav, 2018. "An Integrated SEM Neural Network Approach to Study Effectiveness of Brand Extension in Indian FMCG Industry," Business Perspectives and Research, , vol. 6(2), pages 113-128, July.
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Keywords
Advertising Aad Extensions Parent brand feedback effects;Statistics
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