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Brand extension similarity can backfire when you look for something specific

Dimitriu, Radu; Warlop, Luk; Samuelsen, Bendik Meling - In: European Journal of Marketing 51 (2017) 5/6, pp. 850-868

Purpose The purpose of this paper is to show that high similarity between a parent brand and an extension category can have a detrimental effect on how a brand extension is perceived to perform on specific attributes. This happens because similarity influences the perceived positioning of a...

Persistent link: https://www.econbiz.de/10014724247