Effect of Brand Extension on Parent Brand in Mobile Service
نویسندگان
چکیده
منابع مشابه
Retail brand extensions: Unpacking the link between brand extension attitude and change in parent brand equity
The brand extension literature outlines a pivotal role of consumers’ brand extension attitudes in explaining change in parent brand equity. However, there remains little understanding of how such feedback effects actually materialize on parent brand equity. The present study proposes and examines change in relationship equity as a mediator of the effect of brand extension attitude on change in ...
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ژورنال
عنوان ژورنال: The Journal of the Korea Contents Association
سال: 2015
ISSN: 1598-4877
DOI: 10.5392/jkca.2015.15.01.399