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Intergenerational appeal in advertising: impacts of brand–gender extension and brand history
16 references·3 citing·37 second hop
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References

  • 1991Culture and the Self: Implications for Cognition, Emotion, and Motivation21,977 cited
  • 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity14,745 cited
  • 2025Advances in Consumer Research13,264 cited
  • 1995Building Strong Brands4,432 cited
  • 1991Managing Brand Equity3,818 cited
  • 1990Consumer Evaluations of Brand Extensions3,266 cited
  • 1992Advances in Consumer Research2,863 cited
  • 1996‘Building Strong Brands’2,120 cited
  • 1999Consumer Socialization of Children: A Retrospective Look At Twenty‐Five Years of Research1,957 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
  • 2025A Glance on Changing Workplace Dynamics Post Covid-19 in India: A Review of Psychological Employee Withdrawal Behavior1,228 cited
  • 1991A Process-Tracing Study of Brand Extension Evaluation891 cited
  • 1994The Importance of the Brand in Brand Extension819 cited
  • 1988

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Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond
796 cited

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  • 2022Nostalgia: A Review, Propositions, and Future Research Agenda65 cited
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  • 2024How best to advertise low-fit brand extensions: a construal level theory perspective13 cited