Silberhorn, Nadja; Hildebrandt, Lutz - 2012
Numerous studies on the drivers of brand extension success [Aaker and Keller, 1990, Broniarczyk and Alba, 1994, Hem et … and transfer product are the main and most influential factors driving brand extension success. However, the ability of a … brand to transfer its brand loyal customers from the parent to the extension category has been widely neglected. Brand …