Concepedia

What brand extensions need to fully benefit from their parental heritage

Paul W. Miniard, R. Jayanti, Cecilia M. O. Alvarez, Peter R. Dickson

Journal of the Academy of Marketing Science · 2018 · 27 citations · 48 references

DOI

Concepts

References

48

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Kevin Lane Keller · Journal of Marketing · 1993 · 10.5K citations

, , +14

Consumer Evaluations of Brand Extensions

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

, , +15

Brand Synthesis: The Multidimensionality of Brand Knowledge

Kevin Lane Keller · Journal of Consumer Research · 2003 · 1.9K citations

, , +11

California management review

Journal of the American Dietetic Association · 1993 · 1.8K citations

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