品牌延伸成功的元分析:母品牌资产与延伸契合度的影响

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

摘要

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……

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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

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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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.