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Articles (37)

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1-10 of 37 results for person-brand fit

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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: 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 People Make the Brand”

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Research article

First published 2014-2

“The People Make the Brand”

Scott A. Hurrell, Dora Scholarios

Journal of Service Research

Select article: Neoliberalism and the Communicative Labor of CrossFit

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Research article

First published 2018-12

Neoliberalism and the Communicative Labor of CrossFit

Eric P. James, Rebecca Gill

Communication & Sport

Select article: Gamification as an Effective Employer Branding Strategy for Gen Z

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Research article

First published 2023-7

Gamification as an Effective Employer Branding Strategy for Gen Z

John Varghese, R. Deepa

NHRD Network Journal

Select article: Effects of Customer Participation in Corporate Social Responsibility (CSR) Programs on the CSR-Brand Fit and Brand Loyalty

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Research article

First published 2016-8

Effects of Customer Participation in Corporate Social Responsibility (CSR) Programs on the CSR-Brand Fit and Brand Loyalty

Moon-Kyung Cha, Youjae Yi, Richard P. Bagozzi

Cornell Hospitality Quarterly

Select article: The Differentiated Environment: Person–Thing Orientation and Feedback Effects

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First published 2026

The Differentiated Environment: Person–Thing Orientation and Feedback Effects

Malika Malika, Durairaj Maheswaran

Journal of Marketing

Select article: An Exploratory Study in Celebrity Endorsements

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Research article

First published 2006-07

An Exploratory Study in Celebrity Endorsements

Subhadip Roy

Journal of Creative Communications

Select article: Gender Dimensions of Brand Personality

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Research article

First published 2009-2

Gender Dimensions of Brand Personality

Bianca Grohmann

Journal of Marketing Research

Select article: Putting Brands in Their Place: How a Lack of Control Keeps Brands Contained

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Research article

First published 2013-6

Putting Brands in Their Place: How a Lack of Control Keeps Brands Contained

Keisha M. Cutright, James R. Bettman, Gavan J. Fitzsimons

Journal of Marketing Research

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