Attitudes toward the extension and parent brand in response to extension advertising

Journal of Business Research

Volumn 63, Issue 11, 2010, Pages 1237-1244

  Dens, Nathalie ^a   De Pelsmacker, Patrick ^a,b  

^a UNIVERSITY OF ANTWERP   (Belgium)

^b GHENT UNIVERSITY   (Belgium)

Author keywords

Aad; Advertising; Extensions; Parent brand feedback effects

Indexed keywords

EID: 77956875962     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2009.11.004     Document Type: Article

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