Stealth marketing has been witnessing growing recognition during the last decade. However, the results from its application remain a daunting task for marketers as they cannot be measured accurately given that such campaigns are very rarely disclosed. The aim of this article is to present the...

The purpose of this paper is to explore the effect of brand extensions as a forerunner to brand image dilution. This determinant is discussed in the context of the sports car manufacturer Porsche in Bulgaria. Porsche has witnessed profound transformation as it has evolved from a single-product...