Brand extension naming strategies: An exploratory study of the impact of brand traits

Marketing Letters

Volumn 18, Issue 1-2, 2007, Pages 61-72

  Vanhonacker, Wilfried R ^a  

^a HONG KONG UNIVERSITY OF SCIENCE AND TECHNOLOGY   (Hong Kong)

Author keywords

Brand extension; Brand bridging; Consideration; Extension naming; Trust

Indexed keywords

EID: 34247588223     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11002-006-9008-4     Document Type: Article

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