The role of consumer fanaticism in the acceptance of brand extensions: merchandising in the video games market
In the modern marketing environment, many brands seek to expand into new markets while taking advantage of their existing brand name and resources to ensure the success of the venture. However like the introduction of any new product, success is not guaranteed and many factors must be considered whe...
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| Format: | Working Paper |
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School of Marketing, Curtin Business School
2010
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| Online Access: | http://hdl.handle.net/20.500.11937/28471 |