Communication message strategies for brand extensions

Journal of Product & Brand Management

Volumn 12, Issue 7, 2003, Pages 462-476

  Young Kim, Joo ^a  

^a UNIVERSITY OF FLORIDA   (United States)

Author keywords

Brand extensions; Brand identity; Communication management; Marketing strategy

Indexed keywords

EID: 84986145755     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610420310506029     Document Type: Article

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