The role of consumer fanaticism in acceptance of brand extensions
Marketers can leverage brand equity through many means, one of which being the release of brand extensions. This refers to a parent brand releasing a new product in a different product category to that which the brand has previously operated in (Aaker and Keller 1990; Tauber 1988). This study will t...
| Main Author: | |
|---|---|
| Format: | Thesis |
| Published: |
Curtin University
2013
|
| Online Access: | http://hdl.handle.net/20.500.11937/51881 |