Customer-based strategic brand management: past progress and future challenges
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DOI: 10.1007/s13162-016-0080-5
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- Kevin Lane Keller, 2016. "Reflections on customer-based brand equity: perspectives, progress, and priorities," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 1-16, June.
- Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
- Alokparna Basu Monga & Deborah Roedder John, 2007. "Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(4), pages 529-536, December.
- Sandra J. Milberg & Francisca Sinn & Ronald C. Goodstein, 2010. "Consumer Reactions to Brand Extensions in a Competitive Context: Does Fit Still Matter?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(3), pages 543-553, October.
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Keywords
Brand management; Brand Measurement; Brand extensions;All these keywords.
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