References

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• 1990Consumer Evaluations of Brand Extensions3,266 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
• 1991A Process-Tracing Study of Brand Extension Evaluation891 cited
• 1994The Importance of the Brand in Brand Extension819 cited
• 1993Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?790 cited
• 1992The Effects of Brand Extensions on Market Share and Advertising Efficiency744 cited
• 1995Stock Market Reactions to Brand Extension Announcements: The Effects of Brand Attitude and Familiarity516 cited
• 1994The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions474 cited
• 1993Brand equity and the extendibility of brand names363 cited
• 1994To Extend or Not to Extend: Success Determinants of Line Extensions309 cited
• 1993The equalization price: A measure of consumer-perceived brand equity293 cited
• 1979Forschungskonzeptionen der Wirtschaftswissenschaft219 cited
• 1993Consumer evaluations of brand extensions: Further empirical results