Abstract The Journal of the Academy of Marketing Science (JAMS) is completing 50 years of
publication in 2022. This paper attempts to pay homage to this milestone, demonstrating that …

Upward line extension is a significant strategy for enterprise brand management and market
expansion. However, a new status product launched by a non-status brand through upward …

Intellectual Property (IP) films are increasingly important for entertainment consumption in
the era of multiple-media convergence. However, previous studies have not empirically …

This study examines how the degree of fit between the brand extension and the parent
brand, in the case of heritage sites, affects the extension's brand equity-formation …

Firms with high brand equity often employ the strategy of brand extension to place new
products on the market. Very few studies have analyzed brand extensions in the cultural …

The study investigates how customer perceptions of parent brands influence the perceived
value of brand extensions in the hotel industry and how these relationships are moderated …

The findings of prior research suggest that several factors, including consumer
characteristics, parent brand characteristics, and extension characteristics, determine …

This article furthers the understanding of cultural congruity in relation to extension
evaluations of corporate heritage brands. The extension of corporate heritage brands …

This research addresses “Janus fit” brand extensions: extensions that are perceived to have
both “fitting” and “unfitting” associations vis-a-vis the parent brand. One pre-experiment and …

Are service brands constrained in launching new service offerings? Both research evidence
and managerial wisdom suggest brands should extend to similar categories. However, in …