Brand development versus new product development: toward a process model of extension decisions

Journal of Product & Brand Management

Volumn 6, Issue 4, 1997, Pages 222-234

  Ambler, Tim ^a   Styles, Chris ^a  

^a LONDON BUSINESS SCHOOL   (United Kingdom)

Author keywords

Brand equity; Brand extensions; Brand management; Line extensions; New product development

Indexed keywords

EID: 84986067721     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610429710186752     Document Type: Article

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