Work

Why negative brand extension evaluations do not always negatively affect the brand: The role of central and peripheral brand associations

Year: 2014

Type: article

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2014.03.020

Authors: Géraldine Michel, Naveen Donthu

Institution: Georgia State University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W1977617110

FWCI: 21.43

Cites: 44

Cited by: 60

Related to: 10