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CO-BRANDING PARTNER SELECTION: THE IMPORTANCE OF BELIEF REVISION
16 references·2 citing·40 second hop
CO-BRANDING PARTNER SELECTION: THE IMPORTANCE OF BELIEF REVISION (2016)CO-BRANDING PARTNER SELECTION: THE IMPORT…Advances in Consumer Research (2025)Advances in Consumer ResearchThe evolving brand logic: a service-dominant logic perspective (2009)The evolving brand logic: a s…Consumer‐based brand equity: improving the measurement – empirical evidence (2005)Consumer‐based brand equity: …The Effects of Ingredient Branding Strategies on Host Brand Extendibility (2002)The Effects of Ingredient Bra…Brand Community (2001)Brand CommunityStrategic Brand Management: Building, Measuring, and Managing Brand Equity. (2000)Strategic Brand Management: B…Co‐branding: brand equity and trial effects (2000)Co‐branding: brand equity and…Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes (1998)Is a Company Known by the Com…Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes (1998)Is a Company Known by the Com…Strategic Brand Management: Building, Measuring, and Managing Brand Equity (1997)Strategic Brand Management: B…Composite Branding Alliances: An Investigation of Extension and Feedback Effects (1996)Composite Branding Alliances:…Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact? (1993)Diluting Brand Beliefs: When …Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Conceptualizing, Measuring, a…Schema Congruity as a Basis for Product Evaluation (1989)Schema Congruity as a Basis f…Cognitive processes in the revision of stereotypic beliefs. 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References

  • 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research36,736 cited
  • 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity14,745 cited
  • 2025Advances in Consumer Research13,264 cited
  • 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity4,788 cited
  • 2001Brand Community3,994 cited
  • 2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.3,261 cited
  • 1989Schema Congruity as a Basis for Product Evaluation1,418 cited
  • 1998Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes1,131 cited
  • 2005Consumer‐based brand equity: improving the measurement – empirical evidence1,034 cited
  • 2009The evolving brand logic: a service-dominant logic perspective881 cited
  • 1983Cognitive processes in the revision of stereotypic beliefs.805 cited
  • 1993Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?790 cited
  • 1996Composite Branding Alliances: An Investigation of Extension and Feedback Effects661 cited
  • 1998Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes473 cited

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2002
The Effects of Ingredient Branding Strategies on Host Brand Extendibility
398 cited
  • 2000Co‐branding: brand equity and trial effects374 cited
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    • 2018Parent brands’ influence on co-brand’s perception: a model-based approach11 cited
    • 2022Good fortune and its influence on B2B relationships: The case of the Mae Manee money solution campaign in Thailand9 cited