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 related to the brand, the extension and the consumers' personality …
