The effect of vertical extensions on the evaluation of the brand extension and the original brand name
The purpose of this study was to examine the effects on the original brand name image and that of the extension when a vertical extension of the brand is introduced. Three variables were examined in the context of step-up and step-down extensions to determine their effect on the evaluation of the c...
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| Format: | Others |
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1993
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| Online Access: | http://spectrum.library.concordia.ca/77/1/MM97625.pdf Smith, Margo J <http://spectrum.library.concordia.ca/view/creators/Smith=3AMargo_J=3A=3A.html> (1993) The effect of vertical extensions on the evaluation of the brand extension and the original brand name. Masters thesis, Concordia University. |
Internet
http://spectrum.library.concordia.ca/77/1/MM97625.pdfSmith, Margo J <http://spectrum.library.concordia.ca/view/creators/Smith=3AMargo_J=3A=3A.html> (1993) The effect of vertical extensions on the evaluation of the brand extension and the original brand name. Masters thesis, Concordia University.