Abstract Brand extensions allow companies to leverage the equity they have established into new product and market areas, reducing the costs and risks associated with the fearful task of launching a new brand in today's viscous markets. However, brand extension is a two-sided blade, and miscommunication between consumers and brand managers can easily lead to image confusion and, ultimately, failure. This paper investigates the importance of a clear understanding on consumer perception of a company's …
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showed last 75 words of 7026 total
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