Open AccessWhat brand extensions need to fully benefit from their parental heritage
Author(s) -
Paul W. Miniard,
R. Jayanti,
Cecilia M. O. Alvarez,
Peter R. Dickson
Publication year - 2018
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/s11747-018-0586-5
Subject(s) - extension (predicate logic) , brand extension , association (psychology) , psychology , advertising , social psychology , brand equity , business , computer science , psychotherapist , programming language
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