Open AccessBuilding a multi-category brand: when should distant brand extensions be introduced?
Author(s) -
Jeffrey R. Parker,
Donald R. Lehmann,
Kevin Lane Keller,
Martin Schleicher
Publication year - 2017
Publication title -
journal of the academy of marketing science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 5.512
H-Index - 170
eISSN - 1552-7824
pISSN - 0092-0703
DOI - 10.1007/s11747-017-0552-7
Subject(s) - brand extension , categorization , brand management , product category , brand awareness , product (mathematics) , business , marketing , preference , advertising , plan (archaeology) , brand names , product line , psychology , computer science , mathematics , engineering , statistics , geometry , archaeology , artificial intelligence , history , manufacturing engineering
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