The impact of parent brand attribute associations and affect on brand extension evaluation

Journal of Business Research

Volumn 53, Issue 3, 2001, Pages 111-122

  Bhat, Sobodh ^a   Reddy, Srinivas K ^b  

^a SAN FRANCISCO STATE UNIVERSITY   (United States)

^b UNIVERSITY OF GEORGIA   (United States)

Author keywords

Attribute associations; Brand extension; Parent brand

Indexed keywords

EID: 0013338161     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/S0148-2963(99)00115-0     Document Type: Article

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