Factors of successful brand extensions in the FMCG industry
作者： William Seyama
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摘要: i Declaration ii Acknowledgements iii List of Figures ix Tables xi Chapter 1: Introduction 1 1.1 Background 1.1.1 Significance the research 2 1.2 To extend or not to 3 1.3 The problem 1.4 Subsequent sections 5 2: Literature Review 7 2.1 Definitions 2.1.1 A brand defined 2.1.2 Brand extension 2.1.3 Factors 10 2.1.4 Measures successful extensions 13
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