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Parent brand quality, service intensity and consumers’ usage consideration of service-to-service brand extensions

Kelley A. O’Reilly, Alhassan G. Mumuni, Stephen J. Newell, Branden J. Addicott

Journal of Product & Brand Management (2017) 26 (7): 690–703.

https://doi.org/10.1108/JPBM-08-2016-1299

Published: 20 November 2017

... Limited Licensed re-use rights only Retailing Automotive Brand extension Extension fit Parent brand evaluation Service extension Service intensity Since the seminal article by Aaker and Keller (1990) on brand extensions, there has been significant research effort devoted to both...

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