Número de Documento     
Artículo:

Brand Counterextensions: The Impact of Brand Extension Success Versus Failure

Autor:

Piyush Kumar

Resumen:

The author investigates the impact of a brand extension's success versus failure on customer evaluation of brand counter-extensions

Página:

183

Publicación:

Journal of Marketing Research

Volúmen:

42

Número:

2

Periodo:

May 2005

ISSN:

00222437

SrcID:

00222437-2005-02.txt

Número de Documento