Consumer evaluations on brand extensions: B2B brands extended into B2C markets
Author:
Publisher
Emerald
Subject
Management of Technology and Innovation,Marketing
Reference28 articles.
1. Consumer Evaluations of Brand Extensions
2. Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions
3. The formation of attitudes towards brand extensions: Testing and generalising Aaker and Keller's model
4. Do We Really Know how Consumers Evaluate Brand Extensions? Empirical Generalizations Based on Secondary Analysis of Eight Studies
5. A Process-Tracing Study of Brand Extension Evaluation
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4. Extending B2B brands into the B2C market: Whether, when, and how brands should emphasize B2B industry background;Journal of Business Research;2021-06
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