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The Impact of Corporate Marketing on a Company's Brand Extensions · Study

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ArticleThe Impact of Corporate Marketing on a Company's Brand Extensions

Kevin Lane Keller1998

Article1998

The Impact of Corporate Marketing on a Company's Brand Extensions

Kevin Lane Keller · David A. Aaker

220 citations·0/0 files stored·Corporate Reputation Review

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Identity and Reputation

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References

1986Communication and Persuasion 1995Building Strong Brands 1997The Company and the Product: Corporate Associations and Consumer Product Responses 1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 1991Managing Brand Equity 1990Consumer Evaluations of Brand Extensions 2017Communication And Persuasion 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context

Cited by

2003The six conventions of corporate branding 2008The Financial Value Impact of Perceptual Brand Attributes 2014Should tweets differ for B2B and B2C? An analysis of Fortune 500 companies' Twitter communications 2006The importance of corporate brand personality traits to a successful 21st century business 2007Innovation: Brand it or Lose it 2010Integrated Marketing Communication

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Details

Year1998

Typearticle

Published1998-07-01

VenueCorporate Reputation Review

ISSN-L1363-3589

Languageen

Citations220

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1057/palgrave.crr.1540057

openalex_workW2025533501

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2012Corporate branding: an interdisciplinary literature review

2012Understanding the richness of brand relationships: Research dialogue on brands as intentional agents