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Research article

First published 2012-12

More than Fit: Brand Extension Authenticity

Susan Spiggle, Hang T. Nguyen, Mary Caravella

Journal of Marketing Research

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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

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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

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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

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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

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Research article

First published 1993-10

Model reduction by an extended complex curve-fitting approach

M. Gong, D.J. Murray-Smith

Transactions of the Institute of Measurement and Control

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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

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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

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Research article

First published 2014-12

Green Tea Polyphenols Extend the Lifespan of Male Drosophila melanogaster While Impairing Reproductive Fitness

Terry Lopez, Samuel E. Schriner, Michael Okoro [...]

Journal of Medicinal Food

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Research article

First published 2019-12

Development of the Person–Family Fit Construct: An Extension of Person–Environment Fit into the Family Domain

M. K. Dinithi Padmasiri, Pavithra Kailasapathy, A. K. L. Jayawardana

South Asian Journal of Human Resources Management

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