A sizable research stream in marketing finds that a strong fit between a brand extension
product and its parent brand encourages positive consumer responses. Yet this large body …

Brand extensions have the potential to both enhance liking of the brand extension and
induce positive spillover effects on the parent brand. Such dual outcomes enhance the …

Brand extension—marketing of a new product as an extension of an existing one—is a well-
known strategy to increase brand value in an efficient way. However, the concept has not …

The peer-to-peer economy has been on an impressive trajectory for a relatively short time
and includes a broad array of platforms, business models, and transactions. It is important to …

Purpose Compared to typical brand extension research focusing on functional and symbolic
attributes, this paper aims to examine brand extensions based on a brand's primary sensory …

Purpose The study aims to investigate the impact of brand nostalgia, self-brand connections
and parent brand trust on brand extension purchase intention. Additionally, the research …

Given that numerous fashion brands constantly struggle to survive, it is important to learn
how consumers evaluate and change their attitudes toward the downward extensions of …

Studies in literature on consumer attitude toward the brand extension, and revision of
attitude toward parent brand have focused on the influence of a variety of factors concerning …

Previous research has shown that creative brand extensions do not necessarily translate
into market success. While past studies emphasised the relevance of fit for the success of …

Brand and line extensions represent an essential vehicle for growth and are currently one of
the most applied marketing strategies within the luxury sector. Though it has its advantages …