What brand extensions need to fully benefit from their parental heritage
Article
Miniard, Paul W, Jayanti, Rama K, Alvarez, Cecilia MO et al. (2018). What brand extensions need to fully benefit from their parental heritage
. JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 46(5), 948-963. 10.1007/s11747-018-0586-5
Miniard, Paul W, Jayanti, Rama K, Alvarez, Cecilia MO et al. (2018). What brand extensions need to fully benefit from their parental heritage
. JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 46(5), 948-963. 10.1007/s11747-018-0586-5