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Articles (9)

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1-9 of 9 results for Extendable Category Brand Association

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Select article: Consumer Evaluation of Brand Extensions: An Empirical Assessment in the Indian Context

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Research article

First published 2009-4

Consumer Evaluation of Brand Extensions: An Empirical Assessment in the Indian Context

Dhananjay Bapat, J. S. Panwar

Vision: The Journal of Business Perspective

Select article: Brand Extension Strategy Planning: Empirical Estimation of Brand–Category Personality Fit and Atypicality

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Research article

First published 2010-4

Brand Extension Strategy Planning: Empirical Estimation of Brand–Category Personality Fit and Atypicality

Rajeev Batra, Peter Lenk, Michel Wedel

Journal of Marketing Research

Select article: The Natural Monopoly Effect in Brand Image Associations

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Research article

First published 2017-11

The Natural Monopoly Effect in Brand Image Associations

Lara Stocchi, Vipul Pare, Rachel Fuller [...]

Australasian Marketing Journal

Select article: Brand-Extension Price Premiums: The Effects of Perceived Fit and Extension Product Category Risk

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Research article

First published 2005-04

Brand-Extension Price Premiums: The Effects of Perceived Fit and Extension Product Category Risk

Devon DelVecchio, Daniel C. Smith

Journal of the Academy of Marketing Science

Select article: Brand Dilution: When Do New Brands Hurt Existing Brands?

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Research article

First published 2006-4

Brand Dilution: When Do New Brands Hurt Existing Brands?

Chris Pullig, Carolyn J. Simmons, Richard G. Netemeyer

Journal of Marketing

Select article: Private Label Imitation of a National Brand: Implications for Consumer Choice and Law

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Research article

First published 2014-12

Private Label Imitation of a National Brand: Implications for Consumer Choice and Law

Anocha Aribarg, Neeraj Arora, Ty Henderson [...]

Journal of Marketing Research

Select article: The Roles of Channel-Category Associations and Geodemographics in Channel Patronage

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Research article

First published 2004-4

The Roles of Channel-Category Associations and Geodemographics in Channel Patronage

J. Jeffrey Inman, Venkatesh Shankar, Rosellina Ferraro

Journal of Marketing

Select article: Impact of Brand Image on Consumer Decision-making: A Study on High-technology Products

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Research article

First published 2015-6

Impact of Brand Image on Consumer Decision-making: A Study on High-technology Products

M. Prasanna Mohan Raj, Satam Roy

Global Business Review

Select article: Digital Sensory Marketing Factors Affecting Customers’ Intentions to Continue Organic Online Purchases during COVID in India

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Research article

First published 2022

Digital Sensory Marketing Factors Affecting Customers’ Intentions to Continue Organic Online Purchases during COVID in India

Rajeev Kumra, Soma Arora

FIIB Business Review

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