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Research article

First published 2010-8

Matching Communication Modalities: The Effects of Modality Congruence and Processing Style on Brand Evaluation and Brand Choice

Marieke L. Fransen, Bob M. Fennis, Ad Th. H. Pruyn

Communication Research

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Research article

First published 2009-7

Relationship of Brand Extension With Selected Aspects of Information Processing

Ruchika Sachdeva, Anupam Bawa

Metamorphosis: A Journal of Management Research

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Research article

First published 2019-11

Personality Congruence Among Brands,Recruiters,and Applicants During the Anticipatory Socialization Process

Alice Yeonjung Kang, Tiffany S. Legendre, Elizabeth A. Cartier

Journal of Hospitality & Tourism Research

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Research article

First published 2004-9

Dove Vs. Dior: Extending the Brand Extension Decision-Making Process from Mass to Luxury

Francesca Dall'Olmo Riley, Wendy Lomax, Angela Blunden

Australasian Marketing Journal

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Research article

First published 2025

Cross-cultural Perspectives on Fast-moving Consumer Goods Branding Strategy: An Analytic Hierarchy Process Approach

Karan Patel, Ram Kumar Dhurkari

Global Business Review

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Research article

First published 1999-11

The Impact of Brand Extensions on Parent Brand Memory Structures and Retrieval Processes

Maureen Morrin

Journal of Marketing Research

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Research article

First published 1991-2

A Process-Tracing Study of Brand Extension Evaluation

David M. Boush, Barbara Loken

Journal of Marketing Research

Open access

Research article

First published 2014-1

Exploiting the Potential Value of Over-the-Counter Drugs through Brand Equity: An Analytic Network Process Approach

Elisa Battistoni, Andrea Fronzetti Colladon, Paolo Puglia

International Journal of Engineering Business Management

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Research article

First published 2011-7

Conceptualisation and Modelling of the Process behind Brand Association Transfer

Jean Boisvert

International Journal of Market Research

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Research article

First published 2023-8

Analysing Determinants of Employee Performance Based on Reverse Mentoring and Employer Branding Using Analytic Hierarchical Process

Alpana Agarwal, Divina Raghav

Management and Labour Studies

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