# Building a multi-category brand: when should distant brand extensions be introduced?

**Type:** Papers  
**Canonical URL:** https://scholariq.org/papers/building-a-multi-category-brand-when-should-distant-brand-extensions-be/

## Facts

| Field | Value |
| --- | --- |
| Author Names | Jeffrey R. Parker,Donald R. Lehmann,Kevin Lane Keller,Martin Schleicher |
| Citations | 56 |
| DOI | 10.1007/s11747-017-0552-7 |
| Fields | Business, Management and Accounting,Psychology,Social Sciences |
| Open Access | false |
| OA Status | closed |
| OpenAlex ID | https://openalex.org/W2645456940 |
| Type | article |
| Year | 2017 |

## Paper authors

- [Jeffrey R. Parker](https://scholariq.org/researchers/jeffrey-r-parker/)

## Paper primary topic

- [Consumer Behavior in Brand Consumption and Identification](https://scholariq.org/topics/consumer-behavior-in-brand-consumption-and-identification/)

## Paper topics

- [Consumer Behavior in Brand Consumption and Identification](https://scholariq.org/topics/consumer-behavior-in-brand-consumption-and-identification/)
- [Cultural Differences and Values](https://scholariq.org/topics/cultural-differences-and-values/)
- [Digital Marketing and Social Media](https://scholariq.org/topics/digital-marketing-and-social-media/)

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Source: ScholarIQ — public research metadata, principally OpenAlex. See https://scholariq.org/sources/ for provenance and https://scholariq.org/methodology/ for what these figures mean.