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Brand Synergy Effects in Multiple Brand Extensions

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References

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1994How does the congruity of brand names affect evaluations of brand name extensions?

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247 cited

2001The Differential Impact of Goal Congruency on Attitudes, Intentions, and the Transfer of Brand Equity205 cited

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2012Why do consumers adopt online channel? An empirical investigation of two channel extension mechanisms114 cited
2011The Asymmetric Effects of Extending Brands to Lower and Higher Quality87 cited
2011Perceptions versus performance when managing extensions: new evidence about the role of fit between a parent brand and an extension76 cited
2011A dual‐process model of brand extension: Taxonomic feature‐based and thematic relation‐based similarity independently drive brand extension evaluation71 cited
2014Effects of ICT Service Innovation and Complementary Strategies on Brand Equity and Customer Loyalty in a Consumer Technology Market65 cited
2021The Future of Brands and Branding: An Essay on Multiplicity, Heterogeneity, and Integration60 cited
2021Dimensions of brand-extension fit54 cited
2013Trademark families: Characteristics and market values46 cited
2012Brands as Product Coordinators: Matching Brands Make Joint Consumption Experiences More Enjoyable45 cited
2018Cultural influences on brand extension judgments: Opposing effects of thinking style and regulatory focus40 cited
2021Importance of offline service quality in building loyalty of OC service brand36 cited
2009Effects of Different Types of Perceived Similarity and Subjective Knowledge in Evaluations of Brand Extensions31 cited
2010Modeling Brand Equity for Lifestyle Brand Extensions: A Strategic Approach into Generation Y vs. Baby Boomer31 cited