Concepedia

Brand Extensions

Brand Extension is a strategic marketing practice in which a firm uses an established brand name to enter a new product category, leveraging existing brand equity to facilitate consumer acceptance in the target market.

499

Publications

50.2K

Citations

791

Authors

445

Institutions

Publications per year

2017–2026

86

Variants

Brand Extension

Parents

Children

Publications

499

Consumer Evaluations of Brand Extensions

David A. Aaker, Kevin Lane Keller · Journal of Marketing · 1990 · 2.5K citations

, , +15

Consumer Evaluations of Brand Extensions

David A. Aaker, Kevin Lane Keller · Journal of Marketing · 1990 · 1.6K citations

, , +15

Measuring customer‐based brand equity

Walfried M. Lassar, Banwari Mittal, Arun Sharma · Journal of Consumer Marketing · 1995 · 1.4K citations

, , +11

Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency

Chae-rin Park, Sandra Milberg, ROBERT W. LAWSON · Journal of Consumer Research · 1991 · 1.3K citations

, , +15

The Effects of Sequential Introduction of Brand Extensions

Kevin Lane Keller, David A. Aaker · Journal of Marketing Research · 1992 · 1.2K citations

, , +13

1–5 of 499

Authors

791

  1. LE
    Leif E. Hem

    Norwegian School of Economics, Norway

    13 publications · 671 citations

    12

    h-index

  2. JB
    Jean Boisvert

    American University of Sharjah, United Arab Emirates

    10 publications · 296 citations

    10

    h-index

  3. NM
    Nina M. Iversen

    Norwegian School of Economics, Norway

    10 publications · 510 citations

    10

    h-index

  4. JM
    José Miguel Pina Pérez

    Universidad de Zaragoza, Spain

    11 publications · 1K citations

    10

    h-index

  5. KL
    Kevin Lane Keller

    Dartmouth College, United States

    10 publications · 6.9K citations

    10

    h-index

1–5 of 791

Institutions

445

  1. Universidad de Zaragoza

    Zaragoza, Spain

    11 h-index

    21 publications

    1.6K citations

  2. American University of Sharjah

    Sharjah, United Arab Emirates

    10 h-index

    13 publications

    469 citations

  3. Norwegian School of Economics

    Bergen, Norway

    10 h-index

    15 publications

    720 citations

  4. Zhejiang University

    Hangzhou, China

    9 h-index

    25 publications

    1.3K citations

  5. University of Minnesota

    Minneapolis, United States

    8 h-index

    12 publications

    4K citations

  6. University of Pittsburgh

    Pittsburgh, United States

    8 h-index

    10 publications

    4.8K citations

  7. San Francisco State University

    San Francisco, United States

    7 h-index

    10 publications

    1.1K citations

  8. University of California, Berkeley

    Berkeley, United States

    6 h-index

    7 publications

    5.9K citations

1–8 of 445

Venues

  1. Journal of Marketing Research

    35 publications · 11.3K citations

    33

    h-index

  2. Journal of Product & Brand Management

    54 publications · 3K citations

    29

    h-index

  3. Journal of Marketing

    JM · 24 publications · 9.8K citations

    22

    h-index

  4. Journal of Business Research

    JBR · 24 publications · 2K citations

    21

    h-index

  5. Journal of Brand Management

    23 publications · 590 citations

    16

    h-index

1–5