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A Process-Tracing Study of Brand Extension Evaluation
https://journals.sagepub.com/doi/abs/10.1177/002224379102800102
A Process-Tracing Study of Brand Extension Evaluation
https://www.semanticscholar.org/paper/A-Process-Tracing-Study-of-Brand-Extension-Boush-Loken/b0bda3c28748f40e0a6f38895eac95f04c3aee55
The authors explore the implications of considering a brand as representing a category consisting of its products. They report results of a laboratory experiment in which response times and verbal protocols were used to examine processes related to the evaluation of brand extensions. Evaluations of brand extensions were influenced both by the extension's …
A Process-Tracing Study of Brand Extension Evaluation
https://www.sciencegate.app/document/10.1177/002224379102800102
A Process-Tracing Study of Brand Extension Evaluation Journal of Marketing Research . 10.1177/002224379102800102
A Process-Tracing Study of Brand Extension Evaluation
http://www.personal.psu.edu/jxb14/M554/articles/Boush&Loken1991.pdf
A Process-Tracing Study of Brand Extension Evaluation Brand extension has been called "the guiding strategy of product planners in the 1980's" (Tauber 1988, p. 26).
A Process-Tracing Study of Brand Extension Evaluation
https://www.semanticscholar.org/paper/A-Process-Tracing-Study-of-Brand-Extension-Boush-Loken/b0bda3c28748f40e0a6f38895eac95f04c3aee55/figure/0
They report results of a laboratory experiment in which response times and verbal protocols were used to examine processes related to the evaluation of brand extensions. Evaluations of brand extensions were influenced both by the extension's similarity to the brand's current products (brand extension typicality) and by the variation among a brand's current products (brand …
A process tracing study of brand extension evaluations.
https://citeseerx.ist.psu.edu/showciting?cid=1290860
Abstract - Cited by 26 (1 self) - Add to MetaCart. Afundamental goal of brand extension research has been to assess the attractiveness of a brand extension opportunity (Aaker and Keller 1990; Boush and Loken 1991). As the research stream has matured, the emphasis has shifted from examining individual extensions to studying the effect of each ...
A process-tracing study of brand extension evaluation, …
https://citeseerx.ist.psu.edu/showciting?cid=6120676
CiteSeerX - Scientific documents that cite the following paper: A process-tracing study of brand extension evaluation,
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A process-tracing study of brand extension evaluation
https://www.econbiz.de/Record/a-process-tracing-study-of-brand-extension-evaluation-boush-david/10003924407
Brand management ; Vol. 3.. - Los Angeles [u.a.] : SAGE, ISBN 1-84860-208-1. - 2010, p. 151-173
The Brand Extension Evaluation Process: Insights From the …
https://www.acrwebsite.org/volumes/8590/volumes/v29/NA-29
The Brand Extension Evaluation Process: Insights From the Continuum Model of Impression Formation. EXTENDED ABSTRACT - Different perspectives exist about the brand extension evaluation process. On the one hand, Aaker and Keller (1990), Boush and Loken (1991) and Park, Milberg and Lawson (1991) propose affect transfer from parent brand to extension as the …
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