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Publications by Alokparna Basu Monga

What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation

Journal of Marketing

International Management

English

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Influence of Brand Signature, Brand Awareness, Brand Attitude, Brand Reputation on Hotel Industry’s Brand Performance

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The Impact of Brand Personality and Students’ Self-Concept on Brand Engagement

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Impact of Buying Counterfeit Brands on the Brand Image of Original Brands

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The Impacts of Brand Personality on Brand Loyalty: A Research on Automobile Brands in Turkey

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Perceived Brand Personality of Symbolic Brands

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Negative Effects of Brand Extension

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