Consumer evaluations of extension fit and its impact upon brand personality
While the use of extension strategies have been discussed to a great extent, there is a lack of empirical evidence into the affect extensions have upon core brand personality. The primary objective of this research is to address the apparent gap in the literature by empirically investigating the imp...
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Loughborough University
2001
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.484319 |