A framework for brand revitalization through an upscale line extension

Journal of Product & Brand Management

Volumn 15, Issue 3, 2006, Pages 157-167

  Munthree, Shantini ^a   Bick, Geoff ^a   Abratt, Russell ^b  

^a UNIVERSITY OF THE WITWATERSRAND   (South Africa)

^b NOVA SOUTHEASTERN UNIVERSITY   (United States)

Author keywords

Brand extensions; Brand management; Case studies; Drinks

Indexed keywords

EID: 33745207102     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610420610668595     Document Type: Article

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