The impact of brand extension on brand image (Case study: Tak Makaroon and Pegah companies)
Brand extension strategies will increase the likehood success of new products, while deducts the risks of brand image dilution. This study analyzes how brand extension impacts on brand image. Research model includes six variables: initial brand image, brand extension attitude, category fit, brand im...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
Allameh Tabataba'i University Press
2011-12-01
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| Series: | مطالعات مدیریت بهبود و تحول |
| Subjects: | |
| Online Access: | https://jmsd.atu.ac.ir/article_1890_a41e75491ca79f2d81ca609977441b24.pdf |