The importance of advertising skepticism for brand extension appeals

2019 ◽  
Vol 36 (7) ◽  
pp. 687-699 ◽  
Author(s):  
José Mauro da Costa Hernandez ◽  
Scott A. Wright ◽  
Felipe M. Affonso
Keyword(s):  
Brand Extension ◽  
Advertising Skepticism

Brand Extension : Impact of Creating Shared Value

2018 ◽  
Vol 33 (1) ◽  
pp. 45-63 ◽  
Author(s):  
Chulhee Na ◽  
Joon Seok Kim ◽  
Seong Yong Park
Keyword(s):  
Brand Extension ◽  
Shared Value ◽  
Creating Shared Value

Managing brand extension via licensing: An investigation into the high-end fashion industry

2008 ◽  
Vol 25 (2) ◽  
pp. 129-137 ◽  
Author(s):  
Mariachiara Colucci ◽  
Elisa Montaguti ◽  
Umberto Lago
Keyword(s):  
Brand Extension ◽  
Fashion Industry
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