References

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• 1990Consumer Evaluations of Brand Extensions3,266 cited
• 2004Innovation, organizational capabilities, and the born-global firm3,019 cited
• 1998Brand Equity as a Signaling Phenomenon1,968 cited
• 1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency1,305 cited
• 1994The Importance of the Brand in Brand Extension819 cited
• 2006Drivers of Brand Extension Success667 cited
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• 2001Threats to the External Validity of Brand Extension Research397 cited
• 2001Do We Really Know how Consumers Evaluate Brand Extensions? Empirical Generalizations Based on Secondary Analysis of Eight Studies386 cited
• 1988Residual Centering, Exploratory and Confirmatory Moderator Analysis, and Decomposition of Effects in Path Models Containing Interactions375 cited
• 2003Managing Strategic Nets336 cited
• 2004Born globals: how to reach new business space rapidly329 cited
• 1988Brand Leverage: Strategy for Growth in a Cost-Control World