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A cross-cultural comparison of brand extension success factors: A meta-study · Study

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ArticleA cross-cultural comparison of brand extension success factors: A meta-study

Jörg Henseler2010

Article2010

A cross-cultural comparison of brand extension success factors: A meta-study

Jörg Henseler · Csilla Horváth · Marko Sarstedt · Lorenz Zimmermann

23 citations·0/0 files stored·Journal of Brand Management

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

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References

1991Culture and the Self: Implications for Cognition, Emotion, and Motivation 2002Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations across Nations 1984Research in Organizational Behavior 1973The nature of human values 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 2002Rethinking individualism and collectivism: Evaluation of theoretical assumptions and meta-analyses.1973The Hidden Dimension 1996Measuring Brand Equity Across Products and Markets

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2015Consumer evaluation of brand extensions: Comparing goods to goods brand extensions with goods to services

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Year2010

Typearticle

Published2010-09-01

VenueJournal of Brand Management

ISSN-L1350-231X

Languageen

Citations23

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1057/bm.2010.25

openalex_workW2129885676

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