What brand extensions need to fully benefit from their parental heritage Article

Miniard, Paul W, Jayanti, Rama K, Alvarez, Cecilia MO et al. (2018). What brand extensions need to fully benefit from their parental heritage . JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 46(5), 948-963. 10.1007/s11747-018-0586-5

International Collaboration

cited authors

  • Miniard, Paul W; Jayanti, Rama K; Alvarez, Cecilia MO; Dickson, Peter R

authors

publication date

  • September 1, 2018

keywords

  • BELIEFS
  • Brand extensions
  • Business
  • Business & Economics
  • CHOICE
  • CONSIDERATION SETS
  • CONSTRUCTION
  • CONSUMER EVALUATIONS
  • FIT
  • JUDGMENTS
  • MEMORY
  • MODEL
  • NAME
  • Social Sciences
  • accessibility
  • assimilation and contrast effects
  • extension-parent brand association
  • reinstatement effect

Digital Object Identifier (DOI)

publisher

  • SPRINGER

start page

  • 948

end page

  • 963

volume

  • 46

issue

  • 5