Purpose Celebrity-branded products constitute a brand extension growing phenomenon.
Authenticity may explain why some of these offerings are successful despite low perceived …

When new products are announced, stakeholders often expect them to be congruent with
the brand. Nevertheless, brands often go against stakeholders' expectations and announce …

We aim for a deeper understanding of how the theory of green brand extension is effectively
used in brand management practice. Therefore, we conducted three consecutive studies to …

Purpose Brand managers can choose among two fundamentally different brand positioning
strategies. One is a broad brand strategy, focusing on many favorable brand associations …

When business-to-business (B2B) brands extend into the consumer market, considering that
end consumers are generally unfamiliar with B2B brands, managers often tend to expend …

This article examines the influence of framing a brand's concept as functional versus
symbolic in the advertising of a new vertical line extension. In this research, we carried out …

Brand architecture decisions have important performance implications but have seen little
quantitative research. In particular, there is little empirical evidence on how the strength of …

In recent efforts, instead of the conventional co-branding marketing approach, many fashion
brands have tried to break through the original image by applying a crossover alliance …

Proactive low-carbon consumption behaviors (PLCBs) are crucial to achieving carbon
neutrality and identifying motivations for PLCBs is indispensable to changing individual …

The purpose of this study is to investigate the role of loyalty in consumers' selection of brand
extensions in the presence of familiar competitors. The findings show that fit may not have a …