Buil Carrasco, I.; Pina Pérez, J. M. - In: Investigaciones Europeas de Dirección y Economía de … 14 (2008) 1, pp. 139-158
Brand extension strategies represent one of the most frequently used brand strategies for launching new products. The way consumers accept brand extensions is an important determinant of brand extensions success. Therefore, this study proposes an integrating model that analyses how variables...
