The Context (In)Dependence of Low-Fit Brand Extensions
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DOI: 10.1177/00222429221076840
Abstract: Low-fit brand extensions, while often presenting profitable opportunities for existing brands, are known to meet with varying levels of consumer acceptance. This research identifies conditions in which low-fit extensions can succeed. Specifically, the authors show… read more here.
Keywords: information; fit extensions; low fit; brand ... See more keywords