Will a family brand be diluted by an unfavorable brand extension? A real brand trial-based approach

Conference proceeding

Vol.29, pp.299-304

Association for Consumer Research Conference (UMIST, UK)

2002

Abstract

Marketing Management

Advertising

Business Education

Marketing

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Title: Will a family brand be diluted by an unfavorable brand extension? A real brand trial-based approach
Creators: W. Joseph Chang - University of Massachusetts Dartmouth, Department of Management and Marketing
Publication Details: Vol.29, pp.299-304
Conference: Association for Consumer Research Conference (UMIST, UK)
Academic Unit: Department of Management and Marketing
Language: English
Resource Type: Conference proceeding
Record Identifier: 9914525200301301