Brand dilution effect of extension failure – a Taiwan study

Journal of Product & Brand Management

Volumn 9, Issue 4, 2000, Pages 243-254

  Cheng Hsui Chen, Arthur ^a   Chen, Shaw K ^b  

^a NATIONAL YUNLIN UNIVERSITY OF SCIENCE AND TECHNOLOGY   (Taiwan)

^b UNIVERSITY OF RHODE ISLAND   (United States)

Author keywords

Brand equity; Brand extensions; Brands; Taiwan

Indexed keywords

EID: 84986105951     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610420010344031     Document Type: Article

References (20)

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