Because products are rarely described completely, consumers often form inferences that go
beyond the information given. We review research on the processes, bases, and the …

Investigates the transferability of country images from well‐known products to new product
categories. States that analysis of data indicates that consumers' perceptions of new …

A laboratory experiment examines factors affecting evaluations of proposed extensions from
a core brand that has or has not already been extended into other product categories …

This article examines two factors that differentiate between successful and unsuccessful
brand extensions: product feature similarity and brand concept consistency. The results …

This article introduces a new determinant of brand extension success, brand extension
authenticity (BEA), as a complement to fit. The authors develop the BEA construct and a …

Recent research has identified two factors that influence consumer perceptions of a brand
extension: brand affect and the similarity between the original and extension product …

The tenth annual Advertising and Consumer Psychology Conference held in San Francisco
focused on branding--a subject generating intense interest both in academia and in the" real …

The authors report two studies investigating the effectiveness of a composite brand in a
brand extension context. In composite brand extension, a combination of two existing brand …

The tourism industry is arguably one of the most important sources of income and foreign
exchange, and is growing rapidly. However, national and international crises have huge …

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