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Select article: The Effects of Brand Name Structure on Brand Extension Evaluations and Parent Brand Dilution

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Research article

First published 2012-6

The Effects of Brand Name Structure on Brand Extension Evaluations and Parent Brand Dilution

Sanjay Sood, Kevin Lane Keller

Journal of Marketing Research

Select article: The Ownership Effect in Consumer Responses to Brand Line Stretches

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Research article

First published 1999-1

The Ownership Effect in Consumer Responses to Brand Line Stretches

Amna Kirmani, Sanjay Sood, Sheri Bridges

Journal of Marketing

Select article: A Connectionist Model of Brand–Quality Associations

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Research article

First published 2000-8

A Connectionist Model of Brand–Quality Associations

Chris Janiszewski, Stijn M.J. Van Osselaer

Journal of Marketing Research

Select article: The Influence of Mating Mind-Sets on Brand Extension Evaluation

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Research article

First published 2012-8

The Influence of Mating Mind-Sets on Brand Extension Evaluation

Alokparna Basu Monga, Zeynep Gürhan-Canli

Journal of Marketing Research

Select article: What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation

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Research article

First published 2010-5

What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation

Alokparna Basu Monga, Deborah Roedder John

Journal of Marketing

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