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Journal Articles
Brand extensions: brand concept congruency and feedback effects revisited
Available to Purchase
Journal of Product & Brand Management (2005) 14 (4): 250–257.
Published: 01 June 2005
...Helge Thorbjørnsen Purpose The aim of this research is to examine the effects of congruent and incongruent brand concept extensions on consumer attitudes towards the extended product and feedback effects on the parent brand. Moreover, brand familiarity is proposed as an important moderator...
