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A Process-Tracing Study of Brand Extension Evaluation
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A Process-Tracing Study of Brand Extension Evaluation
A Process-Tracing Study of Brand Extension Evaluation
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David M. Boush
David M. Boush
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Barbara Loken
Barbara Loken
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1 February 1991
journal article
Published by
JSTOR
in
Journal of Marketing Research
Vol. 28
(1)
,
16
https://doi.org/10.2307/3172723
Abstract
The authors explore the implications of considering a brand as representing a category consisting of its products. They report results of a laboratory experimen...
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Cited by 414 articles