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1-3 of 3 results for Brand personality dilution

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Research article

First published 2021-11

Is HUGO still the BOSS? Investigating the reciprocal effects of brand extensions on brand personality of luxury brands

Ian Phau, Insa-Mascha Matthiesen, Anwar Sadat Shimul

Australasian Marketing Journal

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Research article

First published 2026

Malika Malika, Durairaj Maheswaran

Journal of Marketing

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Research article

First published 2011-7

Timothy B. Heath, Devon DelVecchio, Michael S. McCarthy

Journal of Marketing