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Advertising weak and strong brands: Who gains?

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References

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1998Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes1,131 cited
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2001Effects of Brand Logo Complexity, Repetition, and Spacing on Processing Fluency and Judgment378 cited
2000Co‐branding: brand equity and trial effects

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374 cited

1991Substitution in Use and the Role of Usage Context in Product Category Structures360 cited

1988Emotional Feelings and Attitude toward the Advertisement: The Roles of Brand Familarity and Repetition306 cited

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2019What if something unexpected happens to my brand? Spillover effects from positive and negative events in a co‐branding partnership41 cited
2021The role of brand strength, type, image and product-category fit in retail brand collaborations39 cited
2007Events Framed by the Mass Media: Media Coverage and Effects of America's Cup Preregatta in Sweden30 cited
2013Brand and category design consistency in brand extensions25 cited
2017Support for the underdog brand biography: Effects on consumer attitude and behavior22 cited
2019The perceived effectiveness of overt versus covert promotions21 cited
2014Exposure to Product Placement in Text Can Influence Consumer Judgments20 cited
2012The moderating influence of brand status and source confirmation on third-party endorsement effects in advertising20 cited
2011Branding over Internet and TV Advertising18 cited
2009Cross‐channel integration of advertising: does personal involvement matter?18 cited
2010The effects of audio-visual and visual-only cues on consumers' responses to co-branded advertising18 cited
2015Mixed-Media Modeling May Help Optimize Campaign Recognition and Brand Interest16 cited
2018Strong Brand From Consumers’ Perspective: A Cross-Cultural Study13 cited