Consumers' perceptions when evaluating brand extensions in relation to the original brand
This study examines how consumers perceive the overall quality and similarity/fit of the brand extensions (Nike camera, Nike socks, and Nike golf balls) in relation to the original brand (Nike athletic shoes) and how these perceptions influence their attitudes towards the extensions. The researcher...
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| Language: | en |
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University of the Western Cape
2014
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| Online Access: | http://hdl.handle.net/11394/2640 |