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How co-branding versus brand extensions drive consumers' evaluations of new products: A brand equity approach
16 references·16 citing·42 second hopsampled
How co-branding versus brand extensions drive consumers' evaluations of new products: A brand equity approach (2010)How co-branding versus brand extensions d…Drivers of Brand Extension Success (2006)Drivers of Brand Extension Su…The Effects of Ingredient Branding Strategies on Host Brand Extendibility (2002)The Effects of Ingredient Bra…Developing and validating a multidimensional consumer-based brand equity scale (2001)Developing and validating a m…Strategic Brand Management: Building, Measuring, and Managing Brand Equity. (2000)Strategic Brand Management: B…Co‐branding: brand equity and trial effects (2000)Co‐branding: brand equity and…Signaling Unobservable Product Quality through a Brand Ally (1999)Signaling Unobservable Produc…The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions (1998)The effect of store name, bra…Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes (1998)Is a Company Known by the Com…Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes (1998)Is a Company Known by the Com…Strategic Brand Management: Building, Measuring, and Managing Brand Equity (1997)Strategic Brand Management: B…Composite Branding Alliances: An Investigation of Extension and Feedback Effects (1996)Composite Branding Alliances:…Brand Equity, Brand Preference, and Purchase Intent (1995)Brand Equity, Brand Preferenc…Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Conceptualizing, Measuring, a…Handbook of consumer behavior (1991)Handbook of consumer behaviorConsumer Evaluations of Brand Extensions (1990)Consumer Evaluations of Brand…The Impact of Physically Attractive Models on Advertising Evaluations (1977)The Impact of Physically Attr…‘Co-branding as a masstige strategy for luxury brands: Desirable or not? (2023)‘Co-branding as a masstige st…The influence of family firm image on access to financial resources in family SMEs: a signaling theory perspective (2022)The influence of family firm …Co-branding research: where we are and where we could go from here (2022)Co-branding research: where w…1 + 1 > 2? Is co-branding an effective way to improve brand masstige? (2022)1 + 1 > 2? Is co-branding an …The role of brand in overcoming consumer resistance to autonomous vehicles (2021)The role of brand in overcomi…Success drivers of co‐branding: A meta‐analysis (2021)Success drivers of co‐brandin…Signaling green: Investigating signals of expertise and prosocial orientation to enhance consumer trust (2020)Signaling green: Investigatin…Message framing in P2P lending relationships (2020)Message framing in P2P lendin…Communicating the family firm brand: Antecedents and performance effects (2019)Communicating the family firm…Perceived globalness and localness in B2B brands: A co-branding perspective (2018)Perceived globalness and loca…Get the show on the road: Go-to-market strategies for e-innovations of start-ups (2017)Get the show on the road: Go-…Branding in small- and medium-sized enterprises (SMEs) (2017)Branding in small- and medium…Coopetitive branding: Definition, typology, benefits and risks (2016)Coopetitive branding: Definit…Investigating the effects of product innovation and ingredient branding strategies on brand equity of food products (2015)Investigating the effects of …Towards the formation of consensus in the domain of co-branding: Current findings and future priorities (2013)Towards the formation of cons…Actor network pictures and networking activities in business networks: An experimental study (2011)Actor network pictures and ne…Building Strong Brands (1995)The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits (2004)Brands and Branding: Research Findings and Future Priorities (2006)Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media (2018)The psychology of interpersonal relations. 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(2009)The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust (2009)Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation (2014)Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research (1975)Understanding Attitudes and Predicting Social Behavior (1980)Customer Satisfaction, Market Share, and Profitability: Findings From Sweden (1994)Dimensions of Brand Personality (1997)The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty (2001)From Acts To Dispositions The Attribution Process In Person Perception (1965)What is beautiful is good. (1972)The processes of causal attribution. (1973)Exploring the relationship between celebrity endorser effects and advertising effectiveness (2008)Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent (2017)Trust me, trust me not: A nuanced view of influencer marketing on social media (2021)An Examination of Selected Marketing Mix Elements and Brand Equity (2000)Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies (2003)Customer Engagement Behavior: Theoretical Foundations and Research Directions (2010)Strategic Orientation of the Firm and New Product Performance (1997)Costly Search and Mutual Fund Flows (1998)Investor Psychology and Asset Pricing (2001)Opportunity Platforms and Safety Nets: Corporate Citizenship and Reputational Risk (2000)The measurement and dimensionality of brand associations (2000)The impact of perceived corporate social responsibility on consumer behavior (2005)
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References

  • 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity14,745 cited
  • 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity4,788 cited
  • 1990Consumer Evaluations of Brand Extensions3,266 cited
  • 2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.3,261 cited
  • 2001Developing and validating a multidimensional consumer-based brand equity scale2,991 cited
  • 1998The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions1,414 cited
  • 1995Brand Equity, Brand Preference, and Purchase Intent1,346 cited
  • 1998Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes1,131 cited
  • 1991Handbook of consumer behavior1,033 cited
  • 1977The Impact of Physically Attractive Models on Advertising Evaluations1,017 cited
  • 1999Signaling Unobservable Product Quality through a Brand Ally964 cited
  • 2006Drivers of Brand Extension Success667 cited
  • 1996Composite Branding Alliances: An Investigation of Extension and Feedback Effects661 cited
  • 1998Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes473 cited

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  • 2002The Effects of Ingredient Branding Strategies on Host Brand Extendibility398 cited
  • 2000Co‐branding: brand equity and trial effects374 cited
  • Cited by

    • 2017Get the show on the road: Go-to-market strategies for e-innovations of start-ups125 cited
    • 2021Success drivers of co‐branding: A meta‐analysis105 cited
    • 2013Towards the formation of consensus in the domain of co-branding: Current findings and future priorities68 cited
    • 2011Actor network pictures and networking activities in business networks: An experimental study68 cited
    • 2022Co-branding research: where we are and where we could go from here64 cited
    • 2023‘Co-branding as a masstige strategy for luxury brands: Desirable or not?56 cited
    • 2018Perceived globalness and localness in B2B brands: A co-branding perspective53 cited
    • 2020Signaling green: Investigating signals of expertise and prosocial orientation to enhance consumer trust49 cited
    • 2022The influence of family firm image on access to financial resources in family SMEs: a signaling theory perspective49 cited
    • 2017Branding in small- and medium-sized enterprises (SMEs)48 cited
    • 20221 + 1 > 2? Is co-branding an effective way to improve brand masstige?47 cited
    • 2016Coopetitive branding: Definition, typology, benefits and risks46 cited
    • 2019Communicating the family firm brand: Antecedents and performance effects45 cited
    • 2021The role of brand in overcoming consumer resistance to autonomous vehicles43 cited
    • 2015Investigating the effects of product innovation and ingredient branding strategies on brand equity of food products41 cited
    • 2020Message framing in P2P lending relationships40 cited