A Process-Tracing Study of Brand Extension Evaluation
- 1 February 1991
- journal article
- Published by JSTOR in Journal of Marketing Research
- Vol. 28 (1) , 16
- https://doi.org/10.2307/3172723
Abstract
The authors explore the implications of considering a brand as representing a category consisting of its products. They report results of a laboratory experimen...This publication has 0 references indexed in Scilit: