Building a multi-category brand: when should distant brand extensions be introduced?
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DOI: 10.1007/s11747-017-0552-7
Abstract: When companies plan to build multi-category brands by adding new products to their product lines, two questions loom large: (1) whether and (2) when brand extensions perceived as distant (comparatively dissimilar) from the company’s existing… read more here.
Keywords: extensions introduced; multi category; distant brand; brand ... See more keywords