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Does umbrella branding really work? Investigating cross-category brand loyalty · Study

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ArticleDoes umbrella branding really work? Investigating cross-category brand loyalty

Nadja Silberhorn2016

Article2016

Does umbrella branding really work? Investigating cross-category brand loyalty

Nadja Silberhorn · Yasemin Boztuğ · Lutz Hildebrandt

18 citations·0/0 files stored·Journal of Business Economics

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Market Behavior and Pricing

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References

1999Whence Consumer Loyalty?2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1995Building Strong Brands 1991Managing brand equity : capitalizing on the value of a brand name.1990Consumer Evaluations of Brand Extensions 1998Brand Equity as a Signaling Phenomenon 1992Choice in Context: Tradeoff Contrast and Extremeness Aversion

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2021How loyalty extends across product categories

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Year2016

Typearticle

Published2016-11-09

VenueJournal of Business Economics

ISSN-L0044-2372

Languageen

Citations18

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1007/s11573-016-0840-6

openalex_workW1585494927

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