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The Importance of the Brand in Brand Extension
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The Importance of the Brand in Brand Extension
The Importance of the Brand in Brand Extension
SB
Susan M. Broniarczyk
Susan M. Broniarczyk
JA
Joseph W. Alba
Joseph W. Alba
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1 May 1994
journal article
Published by
JSTOR
in
Journal of Marketing Research
Vol. 31
(2)
,
214
https://doi.org/10.2307/3152195
Abstract
Recent research has identified two factors that influence consumer perceptions of a brand extension: brand affect and the similarity between the original and ex...
Keywords
CONSUMER PERCEPTIONS
BRAND AFFECT
BRAND EXTENSION
IDENTIFIED TWO
RECENT RESEARCH
INFLUENCE CONSUMER
EXTENSION RECENT
BRAND IN BRAND
ORIGINAL AND EX
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Cited by 397 articles