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Brand franchise extension: New product benefits from existing Brand Names

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  • Tauber, Edward M.
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    File URL: http://www.sciencedirect.com/science/article/B6W45-4DTSC1N-HT/2/55af6af37452e43b2009931e81ab7432
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    Bibliographic Info

    Article provided by Elsevier in its journal Business Horizons.

    Volume (Year): 24 (1981)
    Issue (Month): 2 ()
    Pages: 36-41

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    Handle: RePEc:eee:bushor:v:24:y:1981:i:2:p:36-41

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    Web page: http://www.elsevier.com/locate/bushor

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    Cited by:
    1. Muhammad Shakil AHMAD & Ehtesham ul MUJEEB & Amir RAJPUT, 2011. "Does Brand Extension Impact Parent Brand: A Case Of Johnson, Uk," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 53-66, May.
    2. Özge Sýðýrcý & A. Müge Yalçýn, 2010. "Factors Affecting Consumer Evaluations Of Brand Extensions," Bogazici Journal of Economics and Administrative Sciences, Bogazici University, Department of Economics, vol. 24(1+2), pages 67-90.
    3. Bhat, Sobodh & Reddy, Srinivas K., 2001. "The impact of parent brand attribute associations and affect on brand extension evaluation," Journal of Business Research, Elsevier, vol. 53(3), pages 111-122, September.
    4. Barreiro, Jose Manuel & Ruzo, Emilio & Losada, Fernando, 2004. "Modelo logit multinomial y regresion con variables ficticias: una aplicacion regional al sector lacteo," Economic Development 81, University of Santiago de Compostela. Faculty of Economics and Business. Econometrics..
    5. Sandra J. Milberg, 2001. "Positive Feedback Effects Of Brand Extensions: Expanding Brand Meaning And The Range Of Extendibility," Abante, Escuela de Administracion. Pontificia Universidad Católica de Chile., vol. 4(1), pages 3-35.

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