Marka Yayma Stratejilerinde Ürün Benzerliğinin Etkisi ve Üç Ayrı Marka Üzerinde Bir Uygulama = The Effects of Product Sımilarities on Brand Extension Strategies and a Practice on Three Different Brands
Brand extension strategy is an effort to extend a succesfull brand name to launch new or modified products or lines. Brand extension attitudes are influenced by the percieved quality of the core brand and the fit between the extended products. The similarity is important for brand extension because...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Dogus University
2004-06-01
|
| Series: | Doğuş Üniversitesi Dergisi |
| Subjects: | |
| Online Access: | http://journal.dogus.edu.tr/index.php/duj/article/view/156 |