Brand extension similarity can backfire when you look for something specific
Year of publication: |
2017
|
---|---|
Authors: | Dimitriu, Radu ; Warlop, Luk ; Samuelsen, Bendik Meling |
Published in: |
European Journal of Marketing. - Emerald Publishing Limited, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 51.2017, 5/6, p. 850-868
|
Publisher: |
Emerald Publishing Limited |
Subject: | Perception | Brand extension | Positioning | Specific attribute performance |
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