Line extension diluting parent brand and flagship product - an experiment
This dissertation reports on a study aiming to establish a causal relationship between consumer beliefs about a line extension perceived by consumers to be inconsistent with its parent brand and the dilution of consumer beliefs about the parent brand. The relationship between the same line extension...
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| Format: | Others |
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Auckland University of Technology,
2018-03-06T00:17:03Z.
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| Online Access: | Get fulltext |