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Keywords: Parent brand image
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2018) 22 (4): 476–493.
Published: 25 May 2018
..., 1990 ; Dwivedi et al., 2010). Product involvement Perceived fit Fuzzy-set QCA Luxury brand extension Luxury brand values Parent brand image Brand extension is “the use of an established brand name to enter a new product category” (Aaker and Keller, 1990 , p. 27...
