Can followers overcome pioneers? The role of superior alignable differences in consumer evaluation of brand extensions

Beichen Liang; Joseph Cherian; Wei Fu

doi:10.1108/10610421011033430

Can followers overcome pioneers? The role of superior alignable differences in consumer evaluation of brand extensions

Beichen Liang
, Joseph Cherian
, Wei Fu

Department of Marketing

University of Illinois at Chicago
Universal Fibers

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	85-93
Number of pages	9
Journal	Journal of Product and Brand Management
Volume	19
Issue number	2
DOIs	https://doi.org/10.1108/10610421011033430
State	Published - 2010

ASJC Scopus Subject Areas

Marketing
Management of Technology and Innovation

Keywords

Brand extensions
Consumers

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10.1108/10610421011033430

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title = "Can followers overcome pioneers? The role of superior alignable differences in consumer evaluation of brand extensions",

keywords = "Brand extensions, Consumers",

author = "Beichen Liang and Joseph Cherian and Wei Fu",

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AU - Liang, Beichen

AU - Cherian, Joseph

AU - Fu, Wei

PY - 2010

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KW - Consumers

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ER -

Can followers overcome pioneers? The role of superior alignable differences in consumer evaluation of brand extensions

ASJC Scopus Subject Areas

Keywords

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