This article introduces a new determinant of brand extension success, brand extension
authenticity (BEA), as a complement to fit. The authors develop the BEA construct and a …

Sage Reference - Handbook of Marketing - Branding and Brand Equity Skip to main content
About Browse Reference Select discipline: Select subject: Select topic: Go Information For …

The objective of this paper is to analyze the effect that a brand extension strategy has on
brand image. Specifically, the paper analyzes how variables related to the parent brand and …

Spillover effects, ie, a change in beliefs regarding one entity due to the evaluation of another
associated entity (Ahluwalia et al. Journal of Marketing Research, 38 (4), 458–470 …

The current research examines how positive mood influences consumer evaluations of
brand extensions. As a means of addressing this issue, we integrate findings from prior …

Purpose Most research on branding highlights the role of associations for a single brand.
Many firms, however, have multiple brands and/or different versions of one brand. The latter …

Various theories suggest that the perceived similarity of objects facilitates the transfer of
knowledge, affect, and intentions from one object to the other. However, there is …

This research explores the effects of price information on brand extension evaluations
across different levels of similarity. Brand extension similarity is proposed as a moderator of …

Brand extension strategies: perceived fit, brand type, and culture influences | Emerald
Insight Books and journals Case studies Expert Briefings Open Access Publish with us …

Purpose–The purpose of this paper is to propose and test a model that shows how
extending a brand affects the overall brand image. The relations between the relevant …