The role of parent brand strength, perceived fit, and fan identification on consumers' evaluation of brand extensions in the sport setting
Brand extensions are new products or services, beyond an organization's current offerings, that are introduced under the brand name. Sport organizations are increasingly implementing extension strategies in an effort to create additional revenue streams and to enhance their relationship with th...
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| Language: | ENG |
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ScholarWorks@UMass Amherst
2002
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| Online Access: | https://scholarworks.umass.edu/dissertations/AAI3068535 |