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| Tekijä: | Grime, I. Diamantopoulos, A. Smith, G. |
| Otsikko: | Consumer evaluations of extensions and their affects on the core brand: key issues and research propositions |
| Lehti: | European Journal of Marketing
2002 : VOL. 36:11-12, p. 1415-1438 |
| Asiasana: | Brands Marketing literature New products |
| Kieli: | eng |
| Tiivistelmä: | Extensions as forms of new product development strategy have been discussed to a great extent during the last decade, however, there have been limited reviews of the literature. This article reassesses the work on brand and line extensions and integrates it into a conceptual framework. |
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