search query: @author Jacobson, R. / total: 19
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| Author: | Lane, V. Jacobson, R. |
| Title: | Stock market reactions to brand extension announcements: the effects of brand attitude and familiarity |
| Journal: | Journal of Marketing
1995 : JAN, VOL. 59:1, p. 63-77 |
| Index terms: | MARKETING STOCK MARKETS BRANDS |
| Language: | eng |
| Abstract: | Brand equity components, brand attitude and brand name familiarity, influence not only the positive benefits but also the adverse consequences that follow brand leveraging. Making use of event study methods, the authors assess whether and how the stock market return associated with a brand extension announcement depends on these brand equity components. The empirical analysis indicates that stock market participants' responses to brand extension announcements depend interactively on brand attitude. |
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