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The line extension dilemma: Greater difference or similarity to existing products?
16 references·2 citing·44 second hop
The line extension dilemma: Greater difference or similarity to existing products? (2015)The line extension dilemma: Greater diffe…Drivers of Brand Extension Success (2006)Drivers of Brand Extension Su…Brands and Branding: Research Findings and Future Priorities (2006)Brands and Branding: Research…The Effects of Ingredient Branding Strategies on Host Brand Extendibility (2002)The Effects of Ingredient Bra…The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity: Preference for the Norm: Table 1 (2001)The Moderating Effect of Perc…Do We Really Know how Consumers Evaluate Brand Extensions? Empirical Generalizations Based on Secondary Analysis of Eight Studies (2001)Do We Really Know how Consume…Strategic Brand Management: Building, Measuring, and Managing Brand Equity. (2000)Strategic Brand Management: B…Late Mover Advantage: How Innovative Late Entrants Outsell Pioneers (1998)Late Mover Advantage: How Inn…Strategic Brand Management: Building, Measuring, and Managing Brand Equity (1997)Strategic Brand Management: B…The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions (1994)The Effect of Brand Portfolio…Meaningful Brands from Meaningless Differentiation: The Dependence on Irrelevant Attributes (1994)Meaningful Brands from Meanin…Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Conceptualizing, Measuring, a…Choice in Context: Tradeoff Contrast and Extremeness Aversion (1992)Choice in Context: Tradeoff C…Consumer Evaluations of Brand Extensions (1990)Consumer Evaluations of Brand…The Effects of Brand Positioning Strategies on Consumers' Brand and Category Perceptions: Some Insights from Schema Research (1989)The Effects of Brand Position…Schema Congruity as a Basis for Product Evaluation (1989)Schema Congruity as a Basis f…Consumer Preference Formation and Pioneering Advantage (1989)Consumer Preference Formation…The differing impacts of brand-line breadth and depth on customers’ repurchasing behavior of frequently purchased packaged goods (2021)The differing impacts of bran…Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective Across Nations (2021)Endorsement of Global Product…Building Strong Brands (1995)The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits (2004)Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media (2018)The psychology of interpersonal relations. 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References

  • 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity14,745 cited
  • 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
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  • 1989Schema Congruity as a Basis for Product Evaluation1,418 cited
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  • 2001The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity: Preference for the Norm: Table 1635 cited
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  • 2002The Effects of Ingredient Branding Strategies on Host Brand Extendibility398 cited
  • 1989The Effects of Brand Positioning Strategies on Consumers' Brand and Category Perceptions: Some Insights from Schema Research391 cited

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  • 2001Do We Really Know how Consumers Evaluate Brand Extensions? Empirical Generalizations Based on Secondary Analysis of Eight Studies386 cited
  • 1998Late Mover Advantage: How Innovative Late Entrants Outsell Pioneers341 cited
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    • 2021The differing impacts of brand-line breadth and depth on customers’ repurchasing behavior of frequently purchased packaged goods10 cited
    • 2021Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective Across Nations9 cited