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To Extend or Not to Extend: Success Determinants of Line Extensions

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References

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1991A Process-Tracing Study of Brand Extension Evaluation891 cited
1993Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?790 cited

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1992The Effects of Brand Extensions on Market Share and Advertising Efficiency744 cited

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2002Absolute and relative resources as determinants of international acquisitions407 cited
2004The effect of brand extension strategies upon brand image306 cited
2006An Empirical Investigation of Signaling in the Motion Picture Industry297 cited
2000Historical Method in Marketing Research with New Evidence on Long-Term Market Share Stability296 cited
2009Multinational Firm Knowledge, Use of Expatriates, and Foreign Subsidiary Performance290 cited
2006A Conceptual Framework for Understanding Spectator-Based Brand Equity268 cited
1998Brand Equity and Vertical Product Line Extent227 cited
2005Brand trust and brand extension acceptance: the relationship212 cited
2003Clicks and Mortar: The Effect of On-line Activities on Off-line Sales199 cited
1997Brand development versus new product development: toward a process model of extension decisions199 cited
2013Trading Away Wide Brands for Cheap Brands198 cited
2001Consumer evaluation of vertical brand extensions and core brands194 cited
2005The impact of brand extensions on brand personality: experimental evidence188 cited
2013You Get What You Pay For? Self-Construal Influences Price-Quality Judgments188 cited