Concepedia
Journal of Brand Management · 2005 · 42 citations · 18 references
BusinessMarketingMarketing ManagementBrand ManagementMarketing StrategyStrategic MarketingBrand AssociationsBrand EquityBrand ExperienceBrand ExtensionsBrand StrategyStrategic Brand ManagementBrand Extension AssociationsBrand Extension EvaluationBrand Extension Fit
18
Conjoint Analysis in Consumer Research: Issues and Outlook
Paul E. Green, V. Srinivasan · Journal of Consumer Research · 1978 · 3.2K citations
Business, Marketing, Marketing Management +11
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
The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions
Peter A. Dacin, Daniel C. Smith · Journal of Marketing Research · 1994 · 475 citations
Business, Marketing, Marketing Management +16
The impact of parent brand attribute associations and affect on brand extension evaluation
Srinivas K Reddy · Journal of Business Research · 2001 · 318 citations · Full text
Business, Marketing, Marketing Management +12
Brand Leverage: Strategy for Growth in a Cost-Control World
Edward M. Tauber · Journal of Advertising Research · 1988 · 296 citations
Business, Strategic Management, Strategy +14