Success factors of line extensions of fast‐moving consumer goods

European Journal of Marketing

Volumn 33, Issue 5-6, 1999, Pages 450-474

  Nijssen, Edwin J ^a,b  

^a Nijmegen Business School   (Netherlands)

^b NEW YORK UNIVERSITY   (United States)

Author keywords

Brand extensions; Brands; Consumer behaviour; Marketing strategy; Product variety; Success

Indexed keywords

EID: 34248202917     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090569910262044     Document Type: Article

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