TITLE

Playing piggyback

AUTHOR(S)
Geist, Laura Clark
PUB. DATE
February 2000
SOURCE
Automotive News;2/21/2000, Vol. 74 Issue 5862, pAM10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on the impact of merchandise licensing on brand loyalty of consumers in the United States. Increase in retail sales of automotive licensed goods; Efforts of General Motors to increase licensing business; Connection between the brand extension and the sale of cars and trucks; Leadership of Ford in cobranding vehicles.
ACCESSION #
2843200

 

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