The Effects of Price on Brand Extension Evaluations: The Moderating Role of Extension Similarity

Journal of the Academy of Marketing Science ◽

10.1177/03079459994380 ◽

2002 ◽

Vol 30 (2) ◽

pp. 131-140 ◽

Author(s):

V. A. Taylor ◽

W. O. Bearden

Keyword(s):

Brand Extension ◽

Moderating Role

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Impact of corporate social responsibility on brand extension success via organizational trust: moderating role of the CSR communication

Asian Journal of Empirical Research ◽

10.18488/journal.1007/2017.7.11/1007.11.269.283 ◽

2017 ◽

Vol 7 (11) ◽

pp. 269-283

Author(s):

Saba Qasim ◽

Mohammad R.A. Siam ◽

Salniza Bt Md. Sallaeh ◽

Osaid Rabie

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

Organizational Trust ◽

Brand Extension ◽

Csr Communication ◽

Corporate Social ◽

Moderating Role

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Consumer attitude towards brand-extension incongruity: The moderating role of need for cognition and need for change

Journal of Marketing Management ◽

10.1080/0267257x.2011.558383 ◽

2012 ◽

Vol 28 (5-6) ◽

pp. 652-675 ◽

Author(s):

Kavita Srivastava ◽

Narendra K. Sharma

Keyword(s):

Need For Cognition ◽

Brand Extension ◽

Consumer Attitude ◽

Moderating Role

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The choice of brand extension: the moderating role of brand loyalty on fit and brand familiarity

Journal of Marketing Analytics ◽

10.1057/s41270-020-00100-9 ◽

2021 ◽

Vol 9 (1) ◽

pp. 17-32

Author(s):

Beichen Liang ◽

Wei Fu

Keyword(s):

Brand Loyalty ◽

Brand Extension ◽

Brand Familiarity ◽

Moderating Role

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Order of Entry and the Moderating Role of Comparison Brands in Brand Extension Evaluation: Figure 1

Journal of Consumer Research ◽

10.1086/521905 ◽

2008 ◽

Vol 34 (5) ◽

pp. 706-712 ◽

Author(s):

James L. Oakley ◽

Adam Duhachek ◽

Subramanian Balachander ◽

S. Sriram

Keyword(s):

Brand Extension ◽

Order Of Entry ◽

Brand Extension Evaluation ◽

Extension Evaluation ◽

Moderating Role

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Brand extension: the moderating role of the category to which the brand extension is found

Journal of Product & Brand Management ◽

10.1108/10610420810904130 ◽

2008 ◽

Vol 17 (6) ◽

pp. 393-402 ◽

Author(s):

Mehdi Seltene ◽

Olivier Brunel

Keyword(s):

Brand Extension ◽

Moderating Role

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When comparative valence frame affects brand extension evaluations: the moderating role of parent-extension fit

International Journal of Advertising ◽

10.1080/02650487.2014.996196 ◽

2015 ◽

Vol 34 (2) ◽

pp. 382-401 ◽

Author(s):

Tae Hyun Baek ◽

Karen Whitehill King

Keyword(s):

Brand Extension ◽

Moderating Role

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Retail Brand Extension: The Moderating Role of Product Knowledge

Advances in National Brand and Private Label Marketing - Springer Proceedings in Business and Economics ◽

10.1007/978-3-319-39946-1_6 ◽

2016 ◽

pp. 53-62

Author(s):

Elisa Martinelli ◽

Francesca De Canio ◽

Gianluca Marchi

Keyword(s):

Brand Extension ◽

Product Knowledge ◽

Moderating Role

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"The More I Use It, the Less You Can Extend It." The Influence of Brand Construal on Brand Extension Evaluations: The Moderating Role of Direct Experience with the Brand

PsycEXTRA Dataset ◽

10.1037/e621072012-049 ◽

2010 ◽

Author(s):

Sanjay Puligadda ◽

Maria L. Cronley ◽

Frank Kardes

Keyword(s):

Brand Extension ◽

Direct Experience ◽

Moderating Role

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Consumer Evaluation of Brand Extension for Global and Local Brands: The Moderating Role of Product Similarity

Journal of International Consumer Marketing ◽

10.1080/08961530.2013.780857 ◽

2013 ◽

Vol 25 (3) ◽

pp. 198-215 ◽

Author(s):

Plavini Punyatoya

Keyword(s):

Brand Extension ◽

Consumer Evaluation ◽

Global And Local ◽

Moderating Role

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The relative advantages of benefit overlap versus category similarity in brand extension evaluation: The moderating role of self-regulatory focus

Marketing Letters ◽

10.1007/s11002-010-9131-0 ◽

2010 ◽

Vol 22 (4) ◽

pp. 391-404 ◽

Author(s):

Chung-Chau Chang ◽

Bo-Chi Lin ◽

Shin-Shin Chang

Keyword(s):

Regulatory Focus ◽

Brand Extension ◽

Brand Extension Evaluation ◽

Extension Evaluation ◽

Moderating Role ◽

Versus Category

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