Consumer evaluations of brand extensions: Further empirical results
作者： Lorraine Sunde , Roderick J. Brodie
DOI: 10.1016/0167-8116(93)90032-T
关键词: Order (business) 、 Advertising 、 Brand extension 、 Exploratory research 、 Brand awareness 、 Transferability 、 Brand management 、 Business 、 Brand equity 、 Marketing 、 Marketing strategy
摘要: … ’s study of consumer evaluations of brand extensions examines the … consumer acceptance of a proposed brand extension will tend to be higher if: (1) the perceived quality of the brand is …
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sci-hub.se 参考文章(7)
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