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Keywords: Brand dilution
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Journal Articles
Journal of Product & Brand Management (2018) 27 (6): 670–683.
Published: 06 November 2018
... brand dilution. ANOVA and t-tests are used for the analysis. Findings Vertical extensions dilute the parent brand, but horizontal extensions do not. Dilution is strongest for premium (vs value) brands and when line extensions are discounted (i.e. −20per cent or −80per cent lower than...
