An experimental investigation of the use of brand extension and co‐branding strategies in the arts-Reference-Cited by-同舟云学术

An experimental investigation of the use of brand extension and co‐branding strategies in the arts

Published:2007-07-10 Issue:4 Volume:21 Page:231-240
ISSN:0887-6045
Container-title:Journal of Services Marketing
language:en
Short-container-title:Journal of Services Marketing

Author:

d'Astous Alain,Colbert François,Fournier Marilyne

Publisher

Emerald

Subject

Marketing

Reference18 articles.

1. Aaker, D.A. (1990), “Brand extensions: the good, the bad and the ugly”, Sloan Management Review, Vol. 31 No. 4, pp. 47‐56.

2. Consumer Evaluations of Brand Extensions

3. Bourgeon‐Renault, D. (2000), “Evaluating consumer behaviour in the field of arts and culture marketing”, International Journal of Arts Management, Vol. 3 No. 1, pp. 4‐18.

4. The “Income Gap” and the Health of Arts Nonprofits

5. The Effect of Ad Claims and Ad Context on Attitude toward the Advertisement

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