Concepedia

The Effects of Sequential Introduction of Brand Extensions

Kevin Lane Keller, David A. Aaker

Journal of Marketing Research · 1992 · 478 citations · 0 references

Concepts

BusinessMarketingMarketing ManagementBrand ManagementConsumer BehaviorStrategic MarketingBrand AssociationsBrand ExtensionsBrand ImageBrand Extension EvaluationBrand Extension FitCore QualityExtension CredibilityPerceived Brand QualityPerceived Product QualityProduct Fit Assessment