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How advertising slogans can prime evaluations of brand extensions

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References

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1983The effect of context on the structure of categories

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314 cited

1981Brand franchise extension: New product benefits from existing Brand Names307 cited

Cited by

2005Branding Strategies, Marketing Communication, and Perceived Brand Meaning: The Transfer of Purposive, Goal-Oriented Brand Meaning to Brand Extensions109 cited
1996Vertical brand extensions: current research and managerial implications108 cited
2004Positive brand extension trial and choice of parent brand105 cited
2006When communication challenges brand associations: a framework for understanding consumer responses to brand image incongruity86 cited
2004Evaluations of co‐brands and spill‐over effects: further empirical results85 cited
2005Brands affect slogans affect brands? Competitive interference, brand equity and the brand-slogan link83 cited
1998How advertising slogans can prime evaluations of brand extensions: further empirical results82 cited
1998Choosing between line extensions and second brands: the case of the Australian and New Zealand wine industries74 cited
2002The effects of promotional activities on brand decision in the cellular telephone industry69 cited
1994What Makes a Slogan Memorable and Who Remembers It66 cited
2006Affective cues and brand‐extension evaluation: Exploring the influence of attitude toward the parent brand and attitude toward the extension ad66 cited
2013Are You in Good Hands?56 cited
2005Influence of Corporate Image on Brand Extensions: A Model Applied to the Service Sector54 cited
2014A study of the antecedents of slogan liking53 cited
2012The Eyes Have It: How a Car's Face Influences Consumer Categorization and Evaluation of Product Line Extensions52 cited
2019The year of establishment effect on brand heritage and attitudes49 cited