Perceptions versus performance when managing extensions: new evidence about the role of fit between a parent brand and an extension

By R. E. Carter, D. Curry. 2013

88 citations recorded by the source corpus.

Subfields: Marketing, Plant Science, Tourism, Leisure and Hospitality Management

View Paper: https://www.semanticscholar.org/paper/b5ca47488558c1e902e9aa9bfed503cb4671d6bc