Consumers' perception of antecedents of successful Service Brand extensions
Brand extension is a common branding strategy used by organisation that requires usage of an established brand name in a new category or business area. Brand extensions have received substantial attention from experts in the academic and industry arenas. Despite the prevalence of brand extensions in...
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| Format: | Others |
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Auckland University of Technology,
2013-05-28T21:40:17Z.
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| Online Access: | Get fulltext |