Brand extension strategy planning: Empirical estimation of brand-category personality fit and atypicality

Journal of Marketing Research

Volumn 47, Issue 2, 2010, Pages 335-347

  Batra, Rajeev ^a   Lenk, Peter ^a   Wedel, Michel ^b  

^a UNIVERSITY OF MICHIGAN   (United States)

^b UNIVERSITY OF MARYLAND   (United States)

Author keywords

Brand extensions; Brand management; Brand personality; Category personality; Marketing research; Marketing strategy

Indexed keywords

EID: 77951149270     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.47.2.335     Document Type: Article

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