Drivers of Brand Extension Success – F. Völckner & H. Sattler – Journal of Marketing, Vol. 70, American Marketing Association

Brand Extensions in a Competitive Context: Effects of Competitive Targets and Product Attribute Typicality on Perceived Quality – J. Han, The Hong Kong University of Science & Technology – Academy of Marketing Science Review Volume 1998 No. 01

Factors influencing successful brand extensions – L. Hem, N. Iversen & L. de Chernatony – Norwegian School of Economics and Business Administration, Bergen, Norway &  Birmingham University Business School, The University of Birmingham

Understanding brand equity for successful brand extension – D. Pitta and L. Katsanis – Journal of Consumer Marketing, Vol.12, No 4, MCB University Press

Enhanced TV as Brand Extension: The Economics and Pragmatics of Enhanced TV to Cable TV Network Viewership – L. Ha & S. Chan-Olmsted – Bowling Green State University& University of Florida – A Magness Institute Research Report

A Modular Approach to Study the Impact S of Brand Extension in Pakistan – T. Jalees & T. Ali – PAF-Karachi Institute of Economics & Technology, Pakistan

Consumer Attitude Towards Brand Extensions: An Integrative Model and Research Propositions – S. Czellar – University of Geneva, Switzerland