Evaluating brand extensions, fit perceptions and post-extension brand image: does size matter?

Dall'Olmo Riley, Francesca, Hand, Chris and Guido, Francesca (2014) Evaluating brand extensions, fit perceptions and post-extension brand image: does size matter? Journal of Marketing Management, 30(9-10), pp. 904-924. ISSN (print) 0267-257X

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Item Type: Article
Research Area: Business and management studies
Faculty, School or Research Centre: Faculty of Business and Law (until 2017) > Kingston Business School (Strategy, Marketing and Innovation) (from August 2013)
Faculty of Business and Law (until 2017)
Depositing User: Christopher Hand
Date Deposited: 04 Aug 2014 14:32
Last Modified: 04 Aug 2014 14:32
DOI: https://doi.org/10.1080/0267257X.2014.926962
URI: http://eprints.kingston.ac.uk/id/eprint/28946

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