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Brand Extensions in a Competitive Context: Effects of Competitive Targets and Product Attribute Typicality on Perceived Quality
16 references·6 citing·39 second hop
Brand Extensions in a Competitive Context: Effects of Competitive Targets and Product Attribute Typicality on Perceived Quality (1994)Brand Extensions in a Competitive Context…Defensive Marketing Strategies (2008)Defensive Marketing StrategiesThe Importance of the Brand in Brand Extension (1994)The Importance of the Brand i…Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue (1994)Challenges and Opportunities …The Effects of Sequential Introduction of Brand Extensions (1992)The Effects of Sequential Int…Brand name as a heuristic cue: The effects of task importance and expectancy confirmation on consumer judgments (1992)Brand name as a heuristic cue…Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency (1991)Evaluation of Brand Extension…A Process-Tracing Study of Brand Extension Evaluation (1991)A Process-Tracing Study of Br…The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions (1990)The Effects of Comparative Ad…Stability in Competition (1990)Stability in CompetitionConsumer Evaluations of Brand Extensions (1990)Consumer Evaluations of Brand…Schema Congruity as a Basis for Product Evaluation (1989)Schema Congruity as a Basis f…Consumer Preference Formation and Pioneering Advantage (1989)Consumer Preference Formation…Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence (1988)Consumer Perceptions of Price…Category-based versus piecemeal-based affective responses: Developments in schema-triggered affect. (1986)Category-based versus pieceme…Ideals, central tendency, and frequency of instantiation as determinants of graded structure in categories. (1985)Ideals, central tendency, and…Family resemblances: Studies in the internal structure of categories (1975)Family resemblances: Studies …The choice of brand extension: the moderating role of brand loyalty on fit and brand familiarity (2021)The choice of brand extension…What Drives Sustainable Brand Awareness: Exploring the Cognitive Symmetry between Brand Strategy and Consumer Brand Knowledge (2020)What Drives Sustainable Brand…When comparative valence frame affects brand extension evaluations: the moderating role of parent-extension fit (2015)When comparative valence fram…Brand leaders and me‐too alternatives: how do consumers choose? (2013)Brand leaders and me‐too alte…Which category to extend to – Product or service? 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References

  • 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence18,274 cited
  • 1975Family resemblances: Studies in the internal structure of categories5,932 cited
  • 1990Stability in Competition5,677 cited
  • 1990Consumer Evaluations of Brand Extensions3,266 cited
  • 1989Schema Congruity as a Basis for Product Evaluation1,418 cited
  • 1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency1,305 cited
  • 1992The Effects of Sequential Introduction of Brand Extensions1,281 cited
  • 1985Ideals, central tendency, and frequency of instantiation as determinants of graded structure in categories.1,190 cited
  • 1989Consumer Preference Formation and Pioneering Advantage943 cited
  • 1991A Process-Tracing Study of Brand Extension Evaluation891 cited
  • 1994The Importance of the Brand in Brand Extension819 cited
  • 1986Category-based versus piecemeal-based affective responses: Developments in schema-triggered affect.615 cited
  • 1994Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue390 cited
  • 2008Defensive Marketing Strategies363 cited
  • 1992Brand name as a heuristic cue: The effects of task importance and expectancy confirmation on consumer judgments

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351 cited
  • 1990The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions275 cited
  • Cited by

    • 2021The choice of brand extension: the moderating role of brand loyalty on fit and brand familiarity23 cited
    • 2015When comparative valence frame affects brand extension evaluations: the moderating role of parent-extension fit19 cited
    • 2020What Drives Sustainable Brand Awareness: Exploring the Cognitive Symmetry between Brand Strategy and Consumer Brand Knowledge15 cited
    • 2013Brand leaders and me‐too alternatives: how do consumers choose?15 cited
    • 2011Which category to extend to – Product or service?14 cited
    • 1999The Reality of Brands: Towards an Ontology of Marketing11 cited