When are broader brands stronger brands? An accessibility perspective on the success of brand extensions

Journal of Consumer Research

Volumn 31, Issue 2, 2004, Pages 346-357

  Meyvis, Tom ^a   Janiszewski, Chris ^b  

^a NEW YORK UNIVERSITY   (United States)

^b UNIVERSITY OF FLORIDA   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 8744234182     PISSN: 00935301     EISSN: None     Source Type: Journal    
DOI: 10.1086/422113     Document Type: Article

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