Brand extension evaluation model

Whan Park, Sandra Milberg and Robert Lawson

The brand extension evaluation model comprises two factors that differentiate between successful and unsuccessful brand extensions: product feature similarity, and brand concept consistency.

Brand extension evaluation model

Whan Park, Sandra Milberg & Robert Lawson

The brand extension evaluation model comprises two factors that differentiate between successful and unsuccessful brand extensions:

  1. Product feature similarity, and

  2. Brand concept consistency....

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