An exploratory qualitative study of brand associations as a means for brand extensions: Part 2
نویسندگان
چکیده
منابع مشابه
application of brand personality scale in automobile industry: the study of samand’s brand personality dimensions
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Brand extensions have been an important area of research dominated by the study of the process of fit perception between the core brand and the extension. To our knowledge, how varying levels of consumer expertise with an extension affect extension evaluation are little understood and has not been attempted in the literature before. Thus this study is an early exploratory step in investigating ...
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ژورنال
عنوان ژورنال: South African Journal of Economic and Management Sciences
سال: 2014
ISSN: 2222-3436,1015-8812
DOI: 10.4102/sajems.v8i4.1169