More than fit: Brand extension authenticity

Journal of Marketing Research

Volumn 49, Issue 6, 2012, Pages 967-983

  Spiggle, Susan ^a   Nguyen, Hang T ^a   Caravella, Mary ^a  

^a UNIVERSITY OF CONNECTICUT   (United States)

Author keywords

Authentic brand extension; Brand authenticity; Brand extension; Brand extension fit; Branding strategy

Indexed keywords

EID: 84870930133     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmr.11.0015     Document Type: Article

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