Consumer evaluation of vertical brand extensions and core brands

Journal of Business Research

Volumn 52, Issue 3, 2001, Pages 211-222

  Kim, Chung K ^a   Lavack, Anne M ^b   Smith, Margo ^c  

^a Sungkyunkwan University   (South Korea)

^b UNIVERSITY OF WINNIPEG   (Canada)

^c AC Nielsen Co of Canada   (Canada)

Author keywords

Categorization theory; Core brands; Distancing; Vertical brand extension

Indexed keywords

EID: 0013383525     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/S0148-2963(99)00107-1     Document Type: Article

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