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
