Consumer Reactions to Brand Extensions in a Competitive Context: Does Fit Still Matter?

By Sandra J. Milberg, Francisca Sinn, R. C. Goodstein. 2010

98 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Tourism, Leisure and Hospitality Management

View Paper: https://www.semanticscholar.org/paper/4da5539143f6bd8976a4ee66e58b0b9bd3e5333f

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. James R. Bettman
2. Keisha M. Cutright
3. Gavan J. Fitzsimons
4. K. White
5. Jonah A. Berger
6. Lauren G. Block
7. Ann L. McGill
8. P. Aggarwal

In Organizational Behavior and Human Resource Management

1. James R. Bettman
2. Keisha M. Cutright
3. Gavan J. Fitzsimons
4. Ann L. McGill
5. Amanda B. Bower
6. P. Aggarwal
7. A. Brough
8. Mathew S. Isaac

In Tourism, Leisure and Hospitality Management

1. James R. Bettman
2. Keisha M. Cutright
3. Gavan J. Fitzsimons
4. P. Aggarwal
5. Ann L. McGill
6. A. Brough
7. Mathew S. Isaac
8. Amanda B. Bower

Citations in the corpus

• Putting Brands in Their Place: How a Lack of Control Keeps Brands Contained (2013, background): “Even individual and cultural factors such as self-construal and analytic versus holistic thinking can change category perceptions (Ahluwalia 2008; Monga and John 2006), a topic to which we return subsequently.”