Bacchiega, Emanuele; Colucci, Mariachiara; Magnani, Marco - 2019
can internalize the development of the extension product, or license the brand to an external partner in order to exploit … the licensee’s better capabilities and higher efficiency on the targeted market. Brand extension is characterized by the … presence of the socalled reciprocal effect, whereby the effort exerted to develop and market the extension has a feedback …