Augmented reality (AR) merges virtual elements with our physical context. Although there is
evidence in marketing that AR may be superior to alternative formats, there is a lack of work …

Although brand theorists suggest that what a person knows about a company (ie, corporate
associations) can influence perceptions of the company's products, little systematic research …

Is branding important in industrial markets? To answer this question, the authors synthesize
previous research in branding and related areas to develop a new conceptual model of …

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A model specifying the role of parent brand attribute beliefs and affect in consumer's initial
evaluation of a brand extension was proposed and tested using hypothetical extensions of …

Brand-extension strategies enhance success chances of new products, even though they
expose brand image to dilution risks. The present work analyzes how brand-extension …

The findings of prior research suggest that a brand's extendibility is constrained by the
degree of perceived fit between the brand and extension product categories. However, there …

Assuming that shopping is a business area into which US social networks can expand, this
study explores whether and how factors affecting shopping attitudes on social networking …

This article investigates the relation between alternative brand extension strategies and
negative feedback effects of such extensions. We examine situations in which extensions …

The current research examines how positive mood influences consumer evaluations of
brand extensions. As a means of addressing this issue, we integrate findings from prior …