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Research article

First published 2021-3

Factors’ Affect on the Viettel Corporation Brand,Vietnam

Binh Ngo Xuan, Ngoc Nguyen Thi, Thuy Truong Thi [...]

Asia-Pacific Journal of Management Research and Innovation

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Research article

First published 2007-2

Nonprice antecedents of consumer preference for cyber and extension brands

Maria Sääksjärvi, Saeed Samiee

Journal of Interactive Marketing

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Research article

First published 1994-5

The Importance of the Brand in Brand Extension

Susan M. Broniarczyk, Joseph W. Alba

Journal of Marketing Research

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Research article

First published 1992-2

The Effects of Sequential Introduction of Brand Extensions

Kevin Lane Keller, David A. Aaker

Journal of Marketing Research

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Research article

First published 2018-7

An Integrated SEM Neural Network Approach to Study Effectiveness of Brand Extension in Indian FMCG Industry

Richa Joshi, Rajan Yadav

Business Perspectives and Research

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Research article

First published 2019-6

Understanding Cultural Differences in Consumers’ Reactions to Foreign-Market Brand Extensions: The Role of Thinking Styles

Helena F. Allman, Kelly Hewett, Mandeep Kaur

Journal of International Marketing

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

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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

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Research article

First published 2023

Influence of Emotional Branding on Consumers’ Purchase Intention: A Study on Scale Development and Mediating Role of Celebrity Endorsement

Niharika, Rajan Yadav

FIIB Business Review

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Research article

First published 2008-1

The Market Exclusivity Period for New Drugs in Japan: Overview of Intellectual Property Protection and Related Regulations

Sachiko Masuda

Journal of Generic Medicines: The Business Journal for the Generic Medicines Sector

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