The impacts of brand diversity, brand similarity, and extension typicality on adverse extension effects

Conference proceeding

Vol.36, pp.253-255

American Marketing Association Winter Academic Conference, 36

2025

Abstract

Advertising

Business Education

Marketing

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Title: The impacts of brand diversity, brand similarity, and extension typicality on adverse extension effects
Creators: W. Joseph Chang - University of Massachusetts Dartmouth, Department of Management and Marketing
Contributors: L Alkire (Editor)
N Ordabayeva (Editor)
Publication Details: Vol.36, pp.253-255
Conference: American Marketing Association Winter Academic Conference, 36
Academic Unit: Department of Management and Marketing
Language: English
Resource Type: Conference proceeding
Record Identifier: 9914523601201301