Effect of brand extension strategies on brand image
作者： Eva Martinez , Yolanda Polo , Leslie de Chernatony
DOI: 10.1108/02651330810851908
关键词: Extension (predicate logic) 、 Advertising 、 Business 、 Brand management 、 Empirical research 、 Corporate branding 、 Brand equity 、 Consumer behaviour 、 Brand extension 、 Marketing 、 Brand awareness
摘要: … brand image is based on consumers' brand associations, we seek to investigate how consumers' perception of brand extension variables affect brand image. … hoc design in the pretests. …
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