Revision of cognitive structure of the parent brand in response to brand extensions
Companies frequently seek to increase market share and/or profit by developing brand extensions that relate to an existing parent brand. However sometimes these brand extensions are different in some ways from the parent and therefore present information that is incongruent with consumers' exis...
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London Business School (University of London)
2001
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.395160 |