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Keywords: Line extensions
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (1996) 14 (7): 10–19.
Published: 01 December 1996
... and line extensions and establish the role, if any, that brand equity considerations have in the decision process. The study involved the collection and analysis of 11 case studies of successful extensions from nine major FMCG companies in Europe, the USA and Australia. The output is a process model...
