Hou, Jianwei
September 2003
Marketing Management Journal;Summer2003, Vol. 13 Issue 2, p54
Academic Journal
More than ten years of brand extension research have yielded a set of important findings. The purpose of this paper is to review these findings and assess what we really know about brand extensions. A conceptual model is presented. Empirical findings are then reviewed. Based on these findings, implications are drawn for future investigations.


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