Анализ данных и выводы;
1. Aaker, David A. (1990). Brand Extensions: The Good, the Bad, and the Ugly. Sloan Management Review, 31 (Summer), 47–56.
2. Aaker, David A. (1996). Building Strong Brands. New York: The Free Press.
3. Aaker, David A. (1992). The Effects of Sequential Introduction of Brand Extensions. Journal of Marketing Research, 29 (Februaru), 35–50.
4. Ailawadi, Kusum L., Karen Gedenk, and Scott A. Neslin (1999). Heterogeneity and Purchase Event Feedback in Choice Models: An Empirical Analysis with Implications for Model Building. International. Journal of Research in marketing, 16 (September), 177–98.
5. Anderson, John R. (1983). A Spreading Activation Theory of Memory. Journal of Verbal Learning and Verbal behaviour, 22 (3), 261–295.
6. Blattberg, Robert D., Gary D. Eppen, and Joshua Lieberman (1981). A Theoretical and Empirical Evaluation of Price Deals for Consumer Nondurables. Journal of Marketing, 45 (Winter), 116–29.
7. Calder, Bobby J. and Sternthal (1980). Television Commercial Wearout: An Information Processing View. Journal of Marketing Research, 17 (May), 173–86.
8. Chintagunta, Pradeep K. (1993). Investigating Purchase incidence, Brand Choice and Purchase Quantity Decisions of Households. Marketing Science, 12 (2), 184–208.
9. Chintagunta, Pradeep K., Dipak C Jain,and Naufel J Vilcassim (1991). Investigating Heterogeneity in Brand Preferences in brand in Logit Models for Panel Data. Journal of Marketing Research, 28 (November), 417–28.
10. Dacin, Peter A. and Daniel C. Smith (1994). The Effect of Brand Portfolio Characteristics on Consumer Evaluations of brand Extensions. Journal of Marketing Research, 31 (may), 229–42. ..
11. Erdem, Tulin (1998). An Empirical Analysis of Umbrella Branding. Journal of Marketing Research, 35 (August), 339–51.
12. Farquhar, Peter H., Paul M. Herr, and Russell H. Fazio (1990). A Relational Model for Category Extensions of Brands. in Advances in Consumer Research, Vol. 17, Marvin E. Goldberg, Gerald Gorn, and Richard W Pollay, eds. Provo, UT: Association for Consumer Research, 856–60.
13. Gensch, Dennis H. (1987). Empirical Evidence supporting the Use of Multiple Choice Models in Analyzing a Population. Journal of Marketing Research, 24 (May), 197–207.
14. Gonul, Fusun F. and Kannan Srinivasan (1993). Modelling Multiple sources of Heterogeneity in Multinomial Logit Models; Methodological and Managerial Issues. Marketing Science, 12 (3), 213–219.
15. Guadagni, Peter M. and John D. C. Little (1983). A Logit Model of Brand Choice Calibrated on Scanner Data. Marketing Science, 2 (Summer), 203–38.
16. Gupta, Sunil (1988). Impact of Sales Promotions on When, What, and How Much to Buy. Journal of Marketing Research, 25 (November), 342–55.
17. Herr, Paul M., Peter H. Farquhar, and Russel H. Fazio (1996). Impact of Dominance and Relatedness on Brand Extensions. Journal of Consumer Psychology, 5 (2), 135–59.
18. John, Deborah Roedder, Barbara Loken and Christopher Joiner (1998). The Negative Impact of Extensions: Can Flagship Products Be Diluted? Journal of Marketing, 62 (January), 19–32.
19. Kamakura, Wagner A. and Gary J. Russell (1989). A Probabilistic Choice Model for Market Segmentation and Elasticity Structure. Journal of Marketing Research, 26 (November), 379–90.
20. Kanetkar, Vinay, Charles B. Weinberg, and Doyle L. Weiss (1992). Price Sensitivity and Television Advertising Exposures: Some Empirical Findings. Marketing Science, 11 (4), 359–71.
21. Keller, Kevin (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57 (January), 1–22.
22. Krishnamurthi, Lakshman and S. P. Raj (1985). The Effect of Advertising on Consumer Price Sensitivity. Marketing Science, 7 (1), 1–20.
23. Krishnamurthi, Lakshman and S. P. Raj (1988). A Model of Brand Choice and Purchase Quantity Price Sensitivity. Marketing Science, 7 (1), 1–20.
24. Krishnamurthi, Lakshman and S. P. Raj (1991). An Empirical Analisis of the Relationship Between Brand Loyalty and Consumer Price Elasticity. Marketing Science, 10 (Spring), 172–83.
25. Morein, Joseph A. (1975). Shift from brand to Product Line Marketing. Harvard Business Review, 53 (September-October), 56–64.
26. Morrin, Maureen (1999). The Impact of Brand Extensions on Parent Brand Memory Structures and Retrieval Processes. Journal of Marketing Research, 36 (November), 517–25.
27. Pieters, Rik, Edward Rosbergen, and Michel Wedel (1999). Visual Attention to Repeated Print Advertising: A Test of Scan path Theory. Journal of Marketing Research, 36 (November), 424–38.
28. Raj, S. P. (1982). The Effects of Advertising on High and Low Loyalty Consumer Segments. Journal of Consumer Research, 9 (1), 77–79.
29. Sawyer, Alan (1973). The Effects of Repetition of Refutational and Supportive Advertising Appeals. Journal of Marketing Research, 10 (February), 23–33.
30. Schmalensee, Richard (1978). Entry Deterrence in the Ready-to-Eat Breakfast Cereal Industry. Bell Journal of Economics, 9 (2), 305–27.
31. Smith, Daniel C. (1992). Brand Extension and Advertising Efficiency: What Can and Cannot Be Expected. Journal of Advertising Research, 32 (November-December), 11–20.
32. Sullivan, Mary (1990). Measuring Image Spillovers in Umbrella-branded Products. Journal of Business, 63 (3), 309–29.
33. Tellis, Gerard J. (1988). Advertising Exposure, Loyalty, and Brand Purchase: A Two-Stage Model of Choice. Journal of Marketing Research, 25 (May), 134–44.
34. Tellis, Gerard J. and Doyle L. Weiss (1995). Does TV Advertising Really Affect Sales? The Role of Measures, Models, and Data Aggregation. Journal of Advertising, 24 (3), 1–12.
35. Wernerfelt, Birger (1998). Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond. Rand Journal of Economics, 19 (Autumn), 458–66.