Incorporating new variables into a model of brand extension in fast fashion
This study tests a brand extension in fast fashion to explore the extension’s effect on the parent brand. It investigates whether extensions to varyingly distant product classes modify customers’ attitudes toward the parent brand. University students from the Technical University of Liberec, the Fac...
| Published in: | Innovative Marketing |
|---|---|
| Main Authors: | , |
| Format: | Article |
| Language: | English |
| Published: |
LLC "CPC "Business Perspectives"
2024-06-01
|
| Subjects: | |
| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/20250/IM_2024_02_Buresova.pdf |