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Strategic management of product and brand extensions: Extending corporate brands in B2B vs. B2C markets
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Outgoing claims: the papers this work cites, builds on, or argues with.
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Strategic benefits of low fit brand extensions: When and why?
inferredcites →https://doi.org/10.1016/j.jom.2015.02.001openalex-snapshot
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Product‐Line Length as a Competitive Tool
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Diversification and Performance: Critical Review and Future Directions*
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Market-Based Assets and Shareholder Value: A Framework for Analysis
inferredcites →https://doi.org/10.1177/002224379102800102openalex-snapshot
A Process-Tracing Study of Brand Extension Evaluation
inferredcites →https://doi.org/10.1177/002224379202900302openalex-snapshot
The Effects of Brand Extensions on Market Share and Advertising Efficiency
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The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions
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inferredcites →https://doi.org/10.1509/jmkg.67.1.4.18594openalex-snapshot
Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions
inferredcites →https://doi.org/10.1509/jmkg.68.1.73.24037openalex-snapshot
Relationship Governance in a Supply Chain Network
inferredcites →https://doi.org/10.1509/jmkg.72.4.001openalex-snapshot
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inferredcites →https://doi.org/10.1509/jmkr.45.3.307openalex-snapshot
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inferredcites →https://doi.org/10.1525/cmr.2010.53.1.114openalex-snapshot
Internationalization Strategies of Emerging Markets Firms
inferredcites →https://doi.org/10.1525/cmr.2012.54.4.69openalex-snapshot
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inferredcites →https://doi.org/10.1525/cmr.2013.55.2.72openalex-snapshot
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