Effect of brand extension strategies on brand image: A comparative study of the UK and Spanish markets

International Marketing Review

Volumn 25, Issue 1, 2008, Pages 107-137

  Martinez, Eva ^a   Polo, Yolanda ^a   De Chernatony, Leslie ^b  

^a UNIVERSITY OF ZARAGOZA   (Spain)

^b UNIVERSITY OF BIRMINGHAM   (United Kingdom)

Author keywords

Brand extensions; Brand image; Consumer behaviour; International marketing; Spain; United Kingdom

Indexed keywords

EID: 40249093627     PISSN: 02651335     EISSN: None     Source Type: Journal    
DOI: 10.1108/02651330810851908     Document Type: Article

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