Dimitriu, Radu; Warlop, Luk; Samuelsen, Bendik Meling - In: European Journal of Marketing 51 (2017) 5/6, pp. 850-868
Purpose The purpose of this paper is to show that high similarity between a parent brand and an extension category can have a detrimental effect on how a brand extension is perceived to perform on specific attributes. This happens because similarity influences the perceived positioning of a...
