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Keywords: Feedback effect
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Journal Articles
Journal of Product & Brand Management 1–16.
Published: 05 August 2026
...Rico Piehler; Michael Schade; Fabian Kraus; Marius Diegel; Christoph Burmann Purpose This paper aims to compare non-co-branded and co-branded extension strategies in relation to the feedback effect of category extensions on the existing brand, with a particular focus on different levels...
Includes: Supplementary data
