By-Brand or By-Category? The Effect of Display Format on Brand Extension Evaluation
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DOI: 10.1016/j.jretai.2019.04.003
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- Zhou, Zhimin & Ding, Yi & Feng, Wenting & Ke, Nianman, 2021. "Extending B2B brands into the B2C market: Whether, when, and how brands should emphasize B2B industry background," Journal of Business Research, Elsevier, vol. 130(C), pages 364-375.
- Topaloglu, Omer & Kumar, Piyush & Dass, Mayukh, 2021. "On the Extendibility of Brands with Subordinate versus Basic Category Concepts," Journal of Retailing, Elsevier, vol. 97(3), pages 394-404.
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Keywords
Brand extension; Display format; Parent brand quality; Brand-extension fit; Consumption experience;All these keywords.
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