Mary Caravella

University of Connecticut - Department of Marketing

Assistant Professor in Residence

Storrs, CT 06269

United States

http://www.business.uconn.edu/cms/p461/u728/mc/r

  • University of Connecticut - Department of Marketing

SCHOLARLY PAPERS

3

DOWNLOADS

706

TOTAL CITATIONS

0

Scholarly Papers (3)

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1.

More than Fit: Brand Extension Authenticity

Journal of Marketing Research, pp. 967-983 (December 2012)
Number of pages: 17 Posted: 04 Feb 2014
Susan Spiggle, Hang Nguyen and Mary Caravella
University of Connecticut - Department of Marketing, Michigan State University and University of Connecticut - Department of Marketing
Downloads 381 (169,307)

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brand strategy, brand authenticity, brand extension, authentic brand extension, fit

2.

More than Fit: Brand Extension Authenticity (Web Appendix)

Journal of Marketing Research, Forthcoming
Number of pages: 16 Posted: 04 Feb 2014
Susan Spiggle, Hang Nguyen and Mary Caravella
University of Connecticut - Department of Marketing, Michigan State University and University of Connecticut - Department of Marketing
Downloads 325 (201,590)

Abstract:

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brand strategy, brand authenticity, brand extension, authentic brand extension, fit

3.

Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time

Harvard Business School Marketing Research Paper No. 07-043
Posted: 07 Feb 2007 Last Revised: 19 Jun 2014
Jill Avery, Thomas J. Steenburgh, John Deighton and Mary Caravella
Harvard Business School, University of Virginia - Darden Graduate School of Business, Harvard Business School - Marketing Unit and University of Connecticut - Department of Marketing

Abstract:

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multichannel retailing, channels of distribution, channel management, channel migration, direct marketing, e-commerce, retail stores