Strategic benefits of low fit brand extensions: When and why?

File Description SizeFormat 
Low Fit Brand Extensions Main Manuscript Final.docxAccepted version269.35 kBMicrosoft WordView/Open
Title: Strategic benefits of low fit brand extensions: When and why?
Authors: Chun, HH
Park, CW
Eisingerich, AB
MacInnis, DJ
Item Type: Journal Article
Issue Date: 1-Oct-2015
Date of Acceptance: 6-Dec-2014
URI: http://hdl.handle.net/10044/1/23375
DOI: https://dx.doi.org/10.1016/j.jcps.2014.12.003
ISSN: 1532-7663
Publisher: Elsevier
Start Page: 577
End Page: 595
Journal / Book Title: Journal of Consumer Psychology
Volume: 25
Issue: 4
Copyright Statement: © 2015, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/
Keywords: Social Sciences
Business
Psychology, Applied
Business & Economics
Psychology
Brand extensions
Spillover effects
Brand management
Brand schema
Brand associations
NEGATIVE IMPACT
PRODUCTS
INVOLVEMENT
FOCUS
Publication Status: Published
Appears in Collections:Imperial College Business School



This item is licensed under a Creative Commons License Creative Commons