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The Critical Role of Congruency in Prototypical Brand Extensions

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354 cited

2000Communication Strategies for Brand Extensions: Enhancing Perceived Fit by Establishing Explanatory Links317 cited

1998The Effects of Extensions on Brand Name Dilution and Enhancement309 cited

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2015Consumer evaluation of brand extensions: Comparing goods to goods brand extensions with goods to services15 cited
2013Brand leaders and me‐too alternatives: how do consumers choose?15 cited
2011Rôle du processus de catégorisation dans le fonctionnement des représentations sociales : une application dans le champ du marketing12 cited
2012The impacts of perceived fit, brand familiarity, and status consciousness on fashion brand extension evaluation12 cited