Investigating the Cross-Category Effects of Store Brands

Consumer Evaluations of Brand Extensions

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

Business, Marketing, Marketing Management +15

A spreading activation theory of memory

John R. Anderson · Journal of Verbal Learning and Verbal Behavior · 1983 · 2.2K citations

Social Sciences, Neuroscience, Cognitive Neuroscience +7

Consumer Evaluations of Brand Extensions

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

Business, Marketing, Marketing Management +15

The Effects of Sequential Introduction of Brand Extensions

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Business, Marketing, Marketing Management +13

Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations

Prakash Nedungadi · Journal of Consumer Research · 1990 · 931 citations

Business, Marketing, Marketing Management +14