Positioning brand extensions: Implications for beliefs and attitudes

Journal of Product & Brand Management

Volumn 7, Issue 2, 1998, Pages 137-149

  Sheinin, Daniel A ^a  

^a UNIVERSITY OF MARYLAND   (United States)

Author keywords

Brand extensions; Consumer behaviour; Marketing strategy; Product launch; Product management; Product positioning

Indexed keywords

EID: 84986042650     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610429810216919     Document Type: Article

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