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Articles (46)

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1-10 of 46 results for brand extension fit

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Select article: More than Fit: Brand Extension Authenticity

Retricted access

Research article

First published 2012-12

More than Fit: Brand Extension Authenticity

Susan Spiggle, Hang T. Nguyen, Mary Caravella

Journal of Marketing Research

Select article: A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand Equity and Extension Fit

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Research article

First published 2023-11

A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand Equity and Extension Fit

Chenming Peng, Tammo H.A. Bijmolt, Franziska Völckner [...]

Journal of Marketing

Select article: Direct and Moderating Influence of Perceived Fit,Risk and Parent Brand Trust on Brand Extension Success of a Personal Care Brand in India

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Research article

First published 2018-12

Direct and Moderating Influence of Perceived Fit,Risk and Parent Brand Trust on Brand Extension Success of a Personal Care Brand in India

Vibhuti Tripathi, Pooja Rastogi, Suresh Kumar

Global Business Review

Select article: The Context (In)Dependence of Low-Fit Brand Extensions

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Research article

First published 2023-1

The Context (In)Dependence of Low-Fit Brand Extensions

Pragya Mathur, Malika Malika, Nidhi Agrawal [...]

Journal of Marketing

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 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 Importance of the Context in Brand Extension: How Pictures and Comparisons Shift Consumers' Focus from Fit to Quality

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Research article

First published 2012-4

The Importance of the Context in Brand Extension: How Pictures and Comparisons Shift Consumers' Focus from Fit to Quality

Tom Meyvis, Kelly Goldsmith, Ravi Dhar

Journal of Marketing Research

Select article: Modelling Consumer Evaluation of Brand Extensions: Empirical Evidence from India

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Research article

First published 2015-3

Modelling Consumer Evaluation of Brand Extensions: Empirical Evidence from India

Harleen Kaur, Ajay Pandit

Vision: The Journal of Business Perspective

Select article: Exploring the Power of Brand Extension in Museums. Insights from the Louvre Abu Dhabi

Open access

Research article

First published 2024-7

Exploring the Power of Brand Extension in Museums. Insights from the Louvre Abu Dhabi

Nuria Recuero Virto, Joaquin Aldas Manzano, Francis Blasco López [...]

Sage Open

Select article: Pawning N00bs: Insights into Perceptions of Brand Extensions of the Video Game Industry

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Research article

First published 2017-8

Pawning N00bs: Insights into Perceptions of Brand Extensions of the Video Game Industry

Luke Butcher, Ysobel Tang, Ian Phau

Australasian Marketing Journal

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