Consumer evaluation of brand extensions

Brand extension has become one of the most important topics in branding research in the 1990's. This study was conducted to obtain insights on how consumers evaluate a brand extension and form attitudes toward the brand extension. The theoretical framework used in the study was adopted from the...

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Autor principal:	Ning, Jessie Ting Ay
Format:	Thesis
Idioma:	English
Publicat:	2000
Accés en línia:	http://ethesis.upm.edu.my/id/eprint/13653/1/t%20GSM%202000%2012%20%281900118379%29.pdf
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