Ozretić Došen, Đurđana; Brlic, Marta; Komarac, Tanja - In: Organizations and markets in emerging economies 9 (2018) 1, pp. 135-153
The purpose of this paper is to examine consumers’ perceptions of the parent brand and their attitudes towards the … brand extensions by exploratory researching the topic in the new context of one emerging European market. Theoretical part … gives a comprehensive description and analysis of the main features of the brand extension strategy. The purpose of the …
