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Focusing on brand extension in the Indian consumer packaged goods sector, this academic work presents an advanced model based on extensive doctoral research. It applies and tests a previously established brand extension model across different countries, offering a deeper understanding of consumer evaluations. Key findings reveal that advertisements emphasizing the extension brand's features are more effective than those attempting to connect the extension with the parent brand. The book also discusses additional significant results with implications for brand managers and researchers.
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Brand Extension Strategy, Harleen Kaur
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- Année de publication
- 2017
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