This study explores the relationships between two central elements of marketing
communication programs—advertising and sales promotions—and their impact on brand …

Brand-extension strategies enhance success chances of new products, even though they
expose brand image to dilution risks. The present work analyzes how brand-extension …

The aim of this study is to investigate the effects of brand image, brand trust, brand effect and
brand awareness as the components of brand equity on brand loyalty. In line with this aim …

Brand extension strategies: perceived fit, brand type, and culture influences | Emerald
Insight Books and journals Case studies Expert Briefings Open Access Publish with us …

Purpose–The purpose of this paper is to propose and test a model that shows how
extending a brand affects the overall brand image. The relations between the relevant …

Las empresas necesitan medir el valor de sus marcas para poder tomar las mejores
decisiones tácticas y estratégicas relativas a estos activos intangibles. Es por ello que este …

Purpose–This paper aims to understand the reciprocal spill‐over effects of brand extensions
by testing a comprehensive model that gathers both the brand extension evaluation process …

Los modelos de ecuaciones estructurales (Structural Equation Modeling) son una
herramienta estadística que establece modelos de medida y modelos estructurales. Este …

Organizational unlearning and internal marketing have been recently postulated as key
determinants for firm's innovation activity. Internal marketing is also deemed a valuable …

En las organizaciones con ánimo de lucro, es habitual la utilización de extensiones de
marca para comercializar nuevos productos. Mediante esta estrategia, es más fácil alcanzar …