Searching for competitive advantage with the brand extension process
Author:
Publisher
Emerald
Subject
Management of Technology and Innovation,Marketing
Reference12 articles.
1. Brand development versus new product development: toward a process model of extension decisions
2. Positive brand extension trial and choice of parent brand
3. The effects of order and direction on multiple brand extensions
4. Spillover effects, cost savings, R&D and the use of brand extensions
5. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
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