...Sophie Biallowons; Anna-Karina Schmitz; Martin Fassnacht Purpose Brand extensions represent an essential growth strategy, allowing companies to remain relevant in increasingly demanding markets. An important success factor for brand extensions that prior research has widely studied and discussed...

...Nicolas Gonçalves Pontes Purpose Literature in brand extensions has relied greatly on categorization theory and on prototypical models of categorization to explain the affect transfer from a parent brand to its extensions. Drawing on the range theory exemplar models of categorization, this paper...

...Radu Dimitriu; Luk Warlop; Bendik Meling Samuelsen Purpose The purpose of this paper is to show that high similarity between a parent brand and an extension category can have a detrimental effect on how a brand extension is perceived to perform on specific attributes. This happens because...

... exerts a positive impact on brand attitudes by affecting their attitudes toward the creative activity itself. Furthermore, consumer creativity moderates the effect of consumers’ perceived level of fit on their acceptance of brand extensions, such that creative consumers will show a higher level...

...' emotional attachment, supporters' brand perception/strength and their support for brand extension. Design/methodology/approach In‐depth interviews with, players, clubs' officials and supporters, leading to the design of a survey instrument completed by 842 supporters of two professional Norwegian...