Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency

951 indexed citations

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This paper, published in 1991, received 951 indexed citations. Written by Sandra Milberg and ROBERT W. LAWSON covering the research area of Social Psychology, Marketing and Sociology and Political Science. It is primarily cited by scholars working on Marketing (851 citations), Sociology and Political Science (418 citations) and Organizational Behavior and Human Resource Management (271 citations). Published in Journal of Consumer Research.

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doi.org/10.1086/209251 →

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Physical SciencesHealth SciencesLife SciencesSocial Sciences

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This paper is also available at doi.org/10.1086/209251.

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