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The critical role of congruency in prototypical brand extensions

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References

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2025Advances in Consumer Research13,264 cited
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1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency1,305 cited
1992The Effects of Sequential Introduction of Brand Extensions1,281 cited
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1990Alternative Approaches to Understanding the Determinants of Typicality490 cited
2001Do We Really Know how Consumers Evaluate Brand Extensions? Empirical Generalizations Based on Secondary Analysis of Eight Studies386 cited
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1998The Effects of Extensions on Brand Name Dilution and Enhancement309 cited
1981Brand franchise extension: New product benefits from existing Brand Names

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307 cited

2001The Impact of Brand Extension Introduction on Choice289 cited

1994How does the congruity of brand names affect evaluations of brand name extensions?247 cited

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2011Rôle du processus de catégorisation dans le fonctionnement des représentations sociales : une application dans le champ du marketing12 cited
2012The impacts of perceived fit, brand familiarity, and status consciousness on fashion brand extension evaluation12 cited