Corporate branding strategies in mergers and acquisitions

The Company and the Product: Corporate Associations and Consumer Product Responses

Tom J. Brown, Peter A. Dacin · Journal of Marketing · 1997 · 3.3K citations

Business, Marketing, Marketing Management +6

Meta‐analyses of post‐acquisition performance: indications of unidentified moderators

David R. King, Dan R. Dalton, Catherine M. Daily et al. · Strategic Management Journal · 2003 · 1.4K citations

Business, Strategic Management, Strategy +5

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

Business, Marketing, Marketing Management +15

The Effects of Sequential Introduction of Brand Extensions

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

Business, Marketing, Marketing Management +13

Corporate brands: what are they? What of them?

John M.T. Balmer, Edmund R. Gray · European Journal of Marketing · 2003 · 852 citations

Business, Strategic Management, Strategy +13