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Cited by

• 2009Co-marketing alliances between heterogeneous industries: Examining perceived match-up effects in product, brand and alliance levels43 cited
• 2019Brand Attribute Associations, Emotional Consumer-Brand Relationship and Evaluation of Brand Extensions41 cited
• 2018Drivers of successful luxury fashion brand extensions: cases of complement and transfer extensions40 cited
• 2020How does parent heritage brand preference affect brand extension loyalty? A moderated mediation analysis35 cited
• 2010Modeling Brand Equity for Lifestyle Brand Extensions: A Strategic Approach into Generation Y vs. Baby Boomer31 cited
• 2007Self-Congruity: Antecedents and Consequences31 cited
• 2009The Effects of Marketing Mix Elements on Service Brand Equity28 cited
• 2015Brand value chain in practise; the relationship between mindset and market performance metrics: A study of the Swedish market for FMCG26 cited
• 2013Brand name change: Can trust and loyalty be transferred?26 cited
• 2010Fashion collaboration or collision?24 cited
• 2021The choice of brand extension: the moderating role of brand loyalty on fit and brand familiarity23 cited
• 2007Upsetting brand extensions: An enquiry into current customers' inclination to spread negative word of mouth18 cited
• 2021How loyalty extends across product categories