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Can Brand Extension Signal Product Quality?

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References

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1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity4,788 cited
1990Consumer Evaluations of Brand Extensions3,266 cited
2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.3,261 cited
1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency1,305 cited
1994The Importance of the Brand in Brand Extension819 cited
1988Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond796 cited
1998An Empirical Analysis of Umbrella Branding480 cited
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1990Measuring Image Spillovers in Umbrella-Branded Products262 cited
2007Extending symbolic brands using their personality: Examining antecedents and implications towards brand image fit and brand dilution161 cited
1998Brand Extension as Informational Leverage154 cited
1992Brand Extensions: When to Use Them137 cited

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2011A cross-category and cross-country analysis of umbrella branding for national and store brands51 cited

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2017The Formation of Consumer Brand Preferences42 cited

2015Harmful Upward Line Extensions: Can the Launch of Premium Products Result in Competitive Disadvantages?40 cited

2023Asymmetric Information of Product Authenticity on C2C E-Commerce Platforms: How Can Inspection Services Help?33 cited

2016Brand personality as a direct cause of brand extension success: does self-monitoring matter?31 cited

2018Implications of Market Spillovers27 cited

2020Brand relevance and the effects of product proliferation across product categories23 cited

2023From High Bar to Uneven Bars: The Impact of Information Granularity in Quality Certification23 cited

2018The Economics of Brands and Branding21 cited

2022Brand extension and channel structure: An analysis of the effects of social influence21 cited

2015Consuming Brands20 cited

2020A Model of Brand Architecture Choice: A House of Brands vs. A Branded House19 cited

2023Brand or Regular Manufacturer? Influencer's Cooperation Strategies Under Reputation Risk19 cited

2023Impact of online information on the pricing and profits of firms with different levels of brand reputation15 cited