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The effects of between‐partner congruity on consumer evaluation of co‐branded products
16 references·16 citing·36 second hopsampled
The effects of between‐partner congruity on consumer evaluation of co‐branded products (2007)The effects of between‐partner congruity …Advances in Consumer Research (2025)Advances in Consumer ResearchIs a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes (1998)Is a Company Known by the Com…‘Building Strong Brands’ (1996)‘Building Strong Brands’Building Strong Brands (1995)Building Strong BrandsThe Effects of Sequential Introduction of Brand Extensions (1992)The Effects of Sequential Int…Managing Brand Equity: Capitalizing on the Value of a Brand Name (1992)Managing Brand Equity: Capita…Advances in Consumer Research (1992)Advances in Consumer ResearchManaging brand equity : capitalizing on the value of a brand name. (1991)Managing brand equity : capit…Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency (1991)Evaluation of Brand Extension…Consumer Evaluations of Brand Extensions (1990)Consumer Evaluations of Brand…Schema Congruity as a Basis for Product Evaluation (1989)Schema Congruity as a Basis f…The Elaboration Likelihood Model of Persuasion (1986)The Elaboration Likelihood Mo…The role of theories in conceptual coherence. (1985)The role of theories in conce…Ad hoc categories (1983)Ad hoc categoriesCategorization of Natural Objects (1981)Categorization of Natural Obj…Features of similarity. (1977)Features of similarity.Co-branding research: where we are and where we could go from here (2022)Co-branding research: where w…Congruency or incongruency: a theoretical framework and opportunities for future research avenues (2021)Congruency or incongruency: a…Transnational higher education (2018)Transnational higher educationLeveraged marketing communications: a framework for explaining the effects of secondary brand associations (2016)Leveraged marketing communica…Riding Coattails: When Co-Branding Helps versus Hurts Less-Known Brands (2014)Riding Coattails: When Co-Bra…How Visual Brand Identity Shapes Consumer Response (2014)How Visual Brand Identity Sha…Wedded Bliss or Tainted Love? Stock Market Reactions to the Introduction of Cobranded Products (2013)Wedded Bliss or Tainted Love?…Towards the formation of consensus in the domain of co-branding: Current findings and future priorities (2013)Towards the formation of cons…Evaluation of co‐branded hotels in the Taiwanese market: the role of brand familiarity and brand fit (2013)Evaluation of co‐branded hote…Exploring the relationship among affective loyalty, perceived benefits, attitude, and intention to use co‐branded products (2012)Exploring the relationship am…Strategic coopetition of global brands: a game theory approach to 'Nike + iPod Sport Kit' co-branding (2011)Strategic coopetition of glob…Perceived Congruence and Incongruence: Toward a Clarification of the Concept, its Formation and Measure (2011)Perceived Congruence and Inco…Evaluation of international brand alliances: Brand order and consumer ethnocentrism (2011)Evaluation of international b…Congruence perçue par le consommateur: vers une clarification du concept, de sa formation et de sa mesure (2011)Congruence perçue par le cons…Thirty Years of Conflicting Studies on the Influence of Congruence as perceived by the Consumer: Overview, Limitations and Avenues for Research (2010)Thirty Years of Conflicting S…Perceived service encounter pace and customer satisfaction (2009)Perceived service encounter p…A Theory of Cognitive Dissonance (1957)Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research (1975)Understanding Attitudes and Predicting Social Behavior (1980)The Persuasion Knowledge Model: How People Cope with Persuasion Attempts (1994)Communication and Persuasion: Central and Peripheral Routes to Attitude Change (2015)Using social and behavioural science to support COVID-19 pandemic response (2020)The psychology of interpersonal relations. 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References

  • 2025Advances in Consumer Research13,264 cited
  • 1986The Elaboration Likelihood Model of Persuasion8,811 cited
  • 1977Features of similarity.7,414 cited
  • 1995Building Strong Brands4,432 cited
  • 1991Managing brand equity : capitalizing on the value of a brand name.3,547 cited
  • 1990Consumer Evaluations of Brand Extensions3,266 cited
  • 1992Advances in Consumer Research2,863 cited
  • 1985The role of theories in conceptual coherence.2,803 cited
  • 1992Managing Brand Equity: Capitalizing on the Value of a Brand Name2,449 cited
  • 1996‘Building Strong Brands’2,120 cited
  • 1981Categorization of Natural Objects1,990 cited
  • 1983Ad hoc categories1,878 cited
  • 1989Schema Congruity as a Basis for Product Evaluation1,418 cited
  • 1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency1,305 cited
  • 1992The Effects of Sequential Introduction of Brand Extensions1,281 cited
  • 1998Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes

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Cited by

  • 2014How Visual Brand Identity Shapes Consumer Response102 cited
  • 2009Perceived service encounter pace and customer satisfaction97 cited
  • 2012Exploring the relationship among affective loyalty, perceived benefits, attitude, and intention to use co‐branded products83 cited
  • 2013Evaluation of co‐branded hotels in the Taiwanese market: the role of brand familiarity and brand fit82 cited
  • 2011Perceived Congruence and Incongruence: Toward a Clarification of the Concept, its Formation and Measure80 cited
  • 2014Riding Coattails: When Co-Branding Helps versus Hurts Less-Known Brands77 cited
  • 2013Wedded Bliss or Tainted Love? Stock Market Reactions to the Introduction of Cobranded Products70 cited
  • 2018Transnational higher education69 cited
  • 2013Towards the formation of consensus in the domain of co-branding: Current findings and future priorities68 cited
  • 2021Congruency or incongruency: a theoretical framework and opportunities for future research avenues67 cited
  • 2011Evaluation of international brand alliances: Brand order and consumer ethnocentrism64 cited
  • 2022Co-branding research: where we are and where we could go from here64 cited
  • 2016Leveraged marketing communications: a framework for explaining the effects of secondary brand associations55 cited
  • 2010Thirty Years of Conflicting Studies on the Influence of Congruence as perceived by the Consumer: Overview, Limitations and Avenues for Research53 cited
  • 2011Strategic coopetition of global brands: a game theory approach to 'Nike + iPod Sport Kit' co-branding52 cited
  • 2011Congruence perçue par le consommateur: vers une clarification du concept, de sa formation et de sa mesure51 cited