Evaluaciones de consumidores sobre extensiones de marca: el impacto de la relación calidad/marca y la estrategia para la elección de nombre

• Autores: Bruno Busacca, Giuseppe Bertoli, Ottavia Pelloni
• Localización: Esic market, ISSN 0212-1867, Nº 130, 2008, págs. 223-273
• Idioma: español
• Títulos paralelos:
  • Comsumer evaluations of brand extension: the impact of brand relationship quality and naming strategy
• Enlaces
  • Texto completo  1    2  
• Referencias bibliográficas
  • AAKER D.A., KELLER K.L. (1990), Consumer Evaluations of Brand Extensions, “Journal of Marketing, vol. 54 (1), 27-41.
  • AAKER J., FOURNIER S., BRASEL S.A. (2004), When Good Brands Do Bad, “Journal of Consumer Research”, Vol. 31, June, 1-16.
  • AGGARWAL P. (2004), The Effect of Brand Relationship Norms on Consumers Attitude and Behavior, “Journal of Consumer Research”, Vol. 31, June,...
  • AGGARWAL P., LAW S. (2005), Role of Relationship Norms in Processing Brand Information, “Journal of Consumer Research”, Vol. 32, December,...
  • ANDERSON J.R. (1983 a), “A Spreading Activation Theory of Memory”, Journal of Verbal Learning and Verbal Behavior, Vol. 22, 261-275.
  • ANDERSON J.R. (1983 b), The Architecture of Cognition, Harvard University Press, Cambridge.
  • BOUSH D., LOKEN B. (1991), A Process Tracing Study of Brand Extension Evaluation, in “Journal of Marketing Research”, Vol. 28 (2), 16-28.
  • BRONIARCZYK S.M., ALBA J.W. (1994), The Importance of Brand in Brand Extension, in “Journal of Marketing Research”, Vol. 31, May, 214-28.
  • BRIDGES S., KELLER K.L., SOOD S. (2000), Explanatory Links and the Perceived Fit of Brand Extensions: the Role of Dominant Parent Brand Associations...
  • DACIN P., SMITH D.C. (1994), The Effect of Brand Portfolio Characteristics in Consumer Evaluations of Brand Extensions, in “Journal of Marketing...
  • FOURNIER S. (1998), Consumer and their Brands: Developing Relationship Theory in Consumer Research, “Journal of Consumer Research”, Vol. 24...
  • GRONHAUG K., HEM L., LINES R. (2002), Exploring the Impact of Product Category Risk and Consumer Knowledge in Brand Extensions, “Journal of...
  • GUTMAN J. (1982), “A Means-End Chain Model Based on Consumer Categorization Processes”, Journal of Marketing, Vol. 46 (1), 60-72.
  • HAN J.K., SCHMITT B.H. (1997), Product-category Dynamics and Corporate Identity in Brand Extensions: a comparison of Hong Kong and US consumers,...
  • HEM L.E., IVERSEN N.M. (2003), Transfer of Brand Equity in Brand Extensions: The Importance of Brand Loyalty, “Advances in Consumer Research”,...
  • JUN S.Y., MAZUMDAR T., RAJ S.P. (1999), Effects of Technological Hierarchy on Brand Extension Evaluations, “Journal of Business Research”,...
  • KELLER K.L. (1998), Strategic Brand Management, New Jersey, Prentice Hall.
  • KELLER K.L., AAKER A.D. (1992), The Effects of Sequential Introduction of Brand Extensions, “Journal of Marketing Research”, Vol. 29, February,...
  • KELLER K.L., SOOD S. (2003), Brand Equity Diluition, “MIT Sloan Management Review”, Fall, 12-15.
  • MARTINEZ E., DE CHERNATONY L. (2004), The Effect of Brand Extension Strategies upon Brand Images, “Journal of Consumer Marketing”, Vol. 21...
  • OLSON J.C.-REYNOLDS T.J. (1983), “Understanding Consumers’ Cognitive Structures: Implications for Advertising and Strategy”, in L.Percy-A.Woodside,...
  • PARK C.W., MILBERG S., LAWSON R. (1991), Evaluation of Brand Extension: the Role of Product Future Similarity and Brand Concept Consistency,...
  • PARK J.W., KIM K.H. (2001), Role of Consumer Relationships with a Brand in Brand Extensions: Some Explanatory Findings, “Advances in Consumer...
  • PARK J.W., KIM K.H., KIM J.K. (2002), Acceptance of Brand Extensions: Interactive Influences of product Category Similarity, Typicality of...
  • PARKS M.R., EGGERT L.L. (1991), The Role of Social Context in the Dynamics of Personal Relationships, “Advances in Personal Relationships”,...
  • REYNOLDS T.J., GUTMAN J. (1984), “Advertising Is Image Management”, Journal of Advertising Research, Vol.24, February-March, 27-37.
  • RUSSEL G.J., RATNESHWAR S., SHOCKER A.D. (1999), Multiple Category Decision-making: Review and Synthesis, “Marketing Letters”, Vol. 10 (3),...
  • SWAMINATHAN V., FOX R.J., REDDY S.K. (2001), The Impact of Brand Extension. Introduction on Choice, “Journal of Marketing”, Vol. 65, October,...
  • ZHANG S., SOOD S. (2002), ‘Deep’ and ‘Surfaces’ Cues: Brand Extension Evaluations by Children and Adults, “Journal of Consumer Research”,...