Marketing strategy decisions for brand extension success
Author:
Publisher
Springer Science and Business Media LLC
Subject
Marketing,Strategy and Management
Link
http://link.springer.com/content/pdf/10.1057/bm.2015.27.pdf
Reference107 articles.
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4. Ahluwalia, R. (2008) How far can a brand stretch? Understanding the role of self-construal. Journal of Marketing Research 45 (June): 337–350.
5. Ambler, T. and Styles, C. (1997) Brand development versus new product development: Toward a process model of extension decisions. Journal of Product & Brand Management 6 (4): 222–234.
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