Brand Extension Strategy Planning: Empirical Estimation of Brand–Category Personality Fit and Atypicality

By R. Batra, Peter J. Lenk, M. Wedel. 2010

171 citations recorded by the source corpus.

Subfields: Marketing, Tourism, Leisure and Hospitality Management

View Paper: https://www.semanticscholar.org/paper/1d2360c20628417f820f10b5b618a79ffdef6ab5

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1. M. Avis

Citations in the corpus

• Brand Personality Factor Based Models: A Critical Review (2012, background): “Batra later investigated category personality, and found that the category does indeed have a significant impact on consumer brand perceptions (Batra et al., 2010).”