Buil, Isabel; de Chernatony, Leslie; Hem, Leif E. - In: European Journal of Marketing 43 (2009) 11/12, pp. 1300-1324
Purpose – The aim of this paper is to examine the impact of perceived fit, brand type and country's culture on the consumers' attitude towards brand extensions and on the parent brand equity. Design/methodology/approach – Data were collected in three European countries: Spain, UK, and...