Zimmer, Mary R.; Bhat, Subodh - In: Journal of Product & Brand Management 13 (2004) 1, pp. 37-46
The evidence for the reciprocal effects of a brand extension on its parent brand is unclear. An experiment was conducted to investigate the impact of an extension's quality, its fit with the parent brand, and parent brand dominance, on parent brand evaluation. The paper finds that extension...
