The effect of brand extension strategies upon brand image

Journal of Consumer Marketing

Volumn 21, Issue 1, 2004, Pages 39-50

  Martínez, Eva ^a   De Chernatony, Leslie ^b  

^a UNIVERSITY OF ZARAGOZA   (Spain)

^b UNIVERSITY OF BIRMINGHAM   (United Kingdom)

Author keywords

Brand extensions; Brand image; Consumer behaviour; Marketing strategy; Perception

Indexed keywords

EID: 1442351815     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363760410513950     Document Type: Article

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