Brand extension: The moderating role of the category to which the brand extension is found

Journal of Product and Brand Management

Volumn 17, Issue 6, 2008, Pages 393-402

  Seltene, Mehdi ^a   Brunel, Olivier ^b  

^a UNIVERSITÉ DE BOURGOGNE   (France)

^b UNIVERSITÉ DE LYON   (France)

Author keywords

Brand extensions; Consumption

Indexed keywords

EID: 53249151775     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610420810904130     Document Type: Article

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