EXPRESS: A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand Equity and Extension Fit

IF 11.5 1区管理学 Q1 BUSINESS

Journal of Marketing Pub Date : 2023-03-06 DOI:10.1177/00222429231164654

Chenming Peng, Tammo H.A. Bijmolt, Franziska Völckner, Hong Zhao

引用次数: 2

Abstract

Given the high failure rates of brand extensions, insights into the drivers of brand extension success are critical for marketing practitioners and scholars. Prior research has inferred that parent...

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品牌延伸成功的元分析:母品牌资产与延伸契合度的影响

鉴于品牌延伸的高失败率，洞察品牌延伸成功的驱动因素对营销从业者和学者来说至关重要。先前的研究表明，父母……

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来源期刊

Journal of Marketing BUSINESS-

CiteScore

24.10

自引率

5.40%

发文量

期刊介绍： Founded in 1936,the Journal of Marketing (JM) serves as a premier outlet for substantive research in marketing. JM is dedicated to developing and disseminating knowledge about real-world marketing questions, catering to scholars, educators, managers, policy makers, consumers, and other global societal stakeholders. Over the years,JM has played a crucial role in shaping the content and boundaries of the marketing discipline.