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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...

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Bibliographic Details
Main Author:	Young, Joshua
Format:	Thesis
Published:	Curtin University 2013
Online Access:	http://hdl.handle.net/20.500.11937/51881

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