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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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Bibliographic Details
Main Author:	Ning, Jessie Ting Ay
Format:	Thesis
Language:	English English
Published:	2000
Subjects:	Consumer - Attitudes Brand name products - Marketing - Management Brand name products
Online Access:	http://psasir.upm.edu.my/id/eprint/77889/ http://psasir.upm.edu.my/id/eprint/77889/1/T%20GSM%202000%2012%20%281900118379%29%20UPM%20IR.pdf

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