Dwivedi, Abhishek; Merrilees, Bill - In: Asia Pacific Journal of Marketing and Logistics 25 (2013) 2, pp. 321-340
Purpose – Most of the literature on feedback effects emanates from the West, and is thus relevant to Western brands. The purpose of this paper is to model the impact of brand‐extensions on parent brand‐equity within the Asian (specifically Indian) context. Additionally, parent brand trust...