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Keywords: Feedback effects
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2013) 30 (5): 450–461.
Published: 26 July 2013
... scenario better represents feedback effects. The research model is suitably modified to include an additional path. Practical implications The current study broadens the scope of brand extension feedback effects from parent brand equity to additionally include parent value equity. Practitioners can now...
