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

Author

Listed:
  • Mehdi Seltène

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

  • Olivier Brunel

Abstract

No abstract is available for this item.

Suggested Citation

  • Mehdi Seltène & Olivier Brunel, 2008. "Brand extension: the moderating role of the category to which the brand extension is found," Post-Print halshs-00340320, HAL.
    • Handle: RePEc:hal:journl:halshs-00340320
    as

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    Citations

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    Cited by:

    1. Ganesh Pillai, Rajani & Bindroo, Vishal, 2014. "The moderating roles of perceived complementarity and substitutability on the perceived manufacturing difficulty–extension attitude relationship," Journal of Business Research, Elsevier, vol. 67(7), pages 1353-1359.
    2. Jingjing Wu & Yiwei Chen & Lin Hu & Anxin Xu, 2022. "Influence Factors on Consumers’ Instant Cross-buying under Supermarkets’ Cross-border Integration: From the Perspective of the Elaboration Likelihood Model," SAGE Open, , vol. 12(3), pages 21582440221, September.
    3. Durdana Ozretic-Dosen & Marta Brlic & Tanja Komarac, 2018. "Strategic Brand Management In Emerging Markets: Consumer Perceptions Of Brand Extensions," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 9(1).
    4. Laura Cabeza-García & Esther B. Brío & Carlos Rueda, 2021. "The moderating effect of innovation on the gender and performance relationship in the outset of the gender revolution," Review of Managerial Science, Springer, vol. 15(3), pages 755-778, April.

    More about this item

    Keywords

    Brand extensions; Consumption;

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