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Team brand extension or licensed product? Examining consumer awareness of two distinct brand strategies
16 references·0 citing·45 second hop
Team brand extension or licensed product? Examining consumer awareness of two distinct brand strategies (2014)Team brand extension or licensed product?…Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions (2008)Beyond fit and attitude: The …Drivers of Brand Extension Success (2006)Drivers of Brand Extension Su…A Conceptual Framework for Understanding Spectator-Based Brand Equity (2006)A Conceptual Framework for Un…Brand Synthesis: The Multidimensionality of Brand Knowledge (2003)Brand Synthesis: The Multidim…The impact of parent brand attribute associations and affect on brand extension evaluation (2001)The impact of parent brand at…The Limited Capacity Model of Mediated Message Processing (2000)The Limited Capacity Model of…Communication Strategies for Brand Extensions: Enhancing Perceived Fit by Establishing Explanatory Links (2000)Communication Strategies for …The Negative Impact of Extensions: Can Flagship Products Be Diluted? (1998)The Negative Impact of Extens…Composite Branding Alliances: An Investigation of Extension and Feedback Effects (1996)Composite Branding Alliances:…Building Strong Brands (1995)Building Strong BrandsThe Importance of the Brand in Brand Extension (1994)The Importance of the Brand i…The Importance of the Brand in Brand Extension (1994)The Importance of the Brand i…Sports fans: Measuring degree of identification with their team. (1993)Sports fans: Measuring degree…Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact? (1993)Diluting Brand Beliefs: When …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…The psychology of interpersonal relations. (1958)Strategic Brand Concept-Image Management (1986)Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence (1988)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Developing and validating a multidimensional consumer-based brand equity scale (2001)Brands and Branding: Research Findings and Future Priorities (2006)Schema Congruity as a Basis for Product Evaluation (1989)The Effects of Sequential Introduction of Brand Extensions (1992)Brands and brand equity: definition and management (2000)Achieving Marketing Objectives through Social Sponsorships (2006)Self-Concept in Consumer Behavior: A Critical Review (1982)The Reputational Landscape (1997)Is a Company Known by the Company it Keeps? 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References

  • 1995Building Strong Brands4,432 cited
  • 1990Consumer Evaluations of Brand Extensions3,266 cited
  • 2000The Limited Capacity Model of Mediated Message Processing2,156 cited
  • 2003Brand Synthesis: The Multidimensionality of Brand Knowledge1,911 cited
  • 1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency1,305 cited
  • 1993Sports fans: Measuring degree of identification with their team.1,063 cited
  • 1994The Importance of the Brand in Brand Extension819 cited
  • 1993Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?790 cited
  • 2006Drivers of Brand Extension Success667 cited
  • 1996Composite Branding Alliances: An Investigation of Extension and Feedback Effects661 cited
  • 1994The Importance of the Brand in Brand Extension435 cited
  • 1998The Negative Impact of Extensions: Can Flagship Products Be Diluted?425 cited
  • 2008Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions343 cited
  • 2001The impact of parent brand attribute associations and affect on brand extension evaluation319 cited
  • 2000Communication Strategies for Brand Extensions: Enhancing Perceived Fit by Establishing Explanatory Links

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317 cited
  • 2006A Conceptual Framework for Understanding Spectator-Based Brand Equity268 cited
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