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Consumer response to brand extensions: Construal level as a moderator of the importance of perceived fit

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References

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1991A Process-Tracing Study of Brand Extension Evaluation

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891 cited

1994The Importance of the Brand in Brand Extension819 cited

1993Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?790 cited

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2013Consumer–brand relationship quality: When and how it helps brand extensions108 cited
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2022Appealing to motivation to change attitudes, intentions, and behavior: A systematic review and meta-analysis of 702 experimental tests of the effects of motivational message matching on persuasion.80 cited
2011Perceived Congruence and Incongruence: Toward a Clarification of the Concept, its Formation and Measure80 cited
2014Strategic benefits of low fit brand extensions: When and why?75 cited
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