Olavarrieta, Sergio; Torres, Eduardo; Vásquez-Parraga, … - In: Journal of Business Research 62 (2009) 9, pp. 899-905
Most brand extension studies follow the assumption that brand extensions use the full original parent brand name (e.g., Oral-B tooth brush may extend to Oral-B dental floss). However, some companies use derived brand names in their brand extension strategies (e.g. Nestea Iced Tea). This study...