Blar i Institutt for økonomi, markedsføring og jus på tidsskrift "European Journal of Marketing"
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Brand extension similarity can backfire when you look for something specific
(Journal article; Peer reviewed, 2017)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 ...