Pina, José M.; Dall'Olmo Riley, Francesca; Lomax, Wendy - In: Journal of Business Research 66 (2013) 9, pp. 1411-1419
The paper examines the generalizability of forward and feedback effects of durable goods and service brand extensions … characteristics of parent brand (luxury versus non-luxury), extension type (e.g., goods extending into goods versus extending into … services), and country (Spain, U.K. and Italy). …