Neale, Larry; Baazeem, Thamer; Bougoure, Ursula - 2009
, 1990). Many academic studies have examined the methods used to introduce successful brand extensions, and analysed how … consumers evaluate the brand extensions (Aaker and Keller, 1990; Barone, 2005; Bath, 1997; Bottomley and Holden, 2001; Edelman …. Park, Milberg and Lawson, 1991). Furthermore, some studies have focused on the role of the parent brand in brand extensions …