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Keywords: Brand extensions
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Journal Articles
Intellectual property extensions in entertainment services: Marvel and DC comics
Available to Purchase
Journal:
Journal of Services Marketing
Journal of Services Marketing (2020) 34 (2): 239–251.
Published: 24 February 2020
... heights with the success of the corresponding TV series Game of Thrones (Thakker, 2017). Intellectual property Customer experience Entertainment industry Category extensions Brand extensions Spillover effects Film Movies Comic Books In the entertainment industry, category...
Journal Articles
How brand innovativeness and quality impact attitude toward new service line extensions: the moderating role of consumer involvement
Available to Purchase
Journal:
Journal of Services Marketing
Journal of Services Marketing (2011) 25 (7): 517–527.
Published: 11 October 2011
... Partial least squares Brand extensions Innovation Customer orientation The ever increasing competitive pressure found in most industry sectors and the high costs of launching new products (and services) coupled with soaring new product failure rates, as well as a better use of consumer...
Journal Articles
An experimental investigation of the use of brand extension and co‐branding strategies in the arts
Available to Purchase
Journal:
Journal of Services Marketing
Journal of Services Marketing (2007) 21 (4): 231–240.
Published: 10 July 2007
...Alain d'Astous; François Colbert; Marilyne Fournier Purpose The purpose of this study is to examine the impact of two different extension strategies, namely brand extension and co‐branding, on consumer attitude toward an extension in the context of the arts. Design/methodology/approach...
