Purpose The purpose of this paper is to empirically assess the impact of branding strategies
on horizontal and downward line extensions of French luxury brands in a cross-national …

A plethora of evidence suggests that developed societies such as the United Kingdom are
becoming increasingly multicultural by the day. Hence, the diversity of consumption in these …

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 …

ABSTRACT B2B enterprises seeking growth, expansion, and a broader market presence
aim to branch out into the B2C sector. This commentary elaborates on the success of the …

The purpose of this paper is to examine consumers' perceptions of the parent brand and
their attitudes towards the brand extensions by exploratory researching the topic in the new …

Social networking sites (SNSs) are considered to be an essential channel of marketing
communication with consumers and stakeholders alike. In this paper, the factors that …

This paper examines different constructs that influence purchase intention of refurbished
video game consoles to assess its multi-factorial association with brand love. The data was …

Purpose In mature industries, downward vertical (line) extension has become an
increasingly popular strategy, particularly for automobile manufacturers aiming at expanding …

Предмет. В условиях глобальной экономической нестабильности совершенствование
методов оценки различных явлений, моделирования экономических систем и …

Purpose Individuals concerned about safety comprise a significant share of the consumer
market today. This paper aims to provide the results of a study on when a front-of-package …