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Keywords: Naming strategy
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Journal Articles
Brand extension: using parent brand personality as leverage
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2012) 24 (4): 599–618.
Published: 31 August 2012
...Angelina Nhat Hanh Le; Julian Ming Sung Cheng; Yueh Hua Lee; Megha Jain Purpose The purpose of this paper is to investigate the predicting roles of extension naming strategies and categorical fit on the transfer of brand personality from a parent brand to its extension brand. Extension naming...
