Consumer reactions to brand extensions in a competitive context does fit still matter?.

Consumer reactions to brand extensions in a competitive context does fit still matter?.

Bibliographic Details
Published in:Journal of consumer research V. 37, 1-4,6 (2010).
Main Author: Milberg, Sandra J.
Format: Article
Language:English
Subjects:
Brands.
Consumer behavior.
Correlation analysis.
Competition.
Perceptions.