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Brand‐extension feedback effects: an Asian branding perspective

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3,266 cited

2001Developing and validating a multidimensional consumer-based brand equity scale2,991 cited

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2017Evaluating the Feedback Effects of Brand Extension on Parent Brand Equity: A Study on Indian FMCG Industry19 cited
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2019Consumer attitudes toward downward extensions: an exploration of Giordano’s extension in Hong Kong16 cited
2015Consumer evaluation of brand extensions: Comparing goods to goods brand extensions with goods to services15 cited
2020Brand Desire: Scale Development and Empirical Examination12 cited
2023Effect of downward line extension on consumers’ purchase intentions: power distance belief as a moderator9 cited