Consumer evaluation of brand extensions
Brand extension has become one of the most important topics in branding research in the 1990's. This study was conducted to obtain insights on how consumers evaluate a brand extension and form attitudes toward the brand extension. The theoretical framework used in the study was adopted from the...
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| Format: | Thesis |
| Language: | English English |
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2000
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| Online Access: | http://psasir.upm.edu.my/id/eprint/77889/1/T%20GSM%202000%2012%20%281900118379%29%20UPM%20IR.pdf |