Work

Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency

Year: 1991

Type: article

Source: Journal of Consumer Research

DOI: 10.1086/209251

Authors: C. Whan Park, Sandra Milberg, Robert Lawson

Institution: University of Pittsburgh

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2063169022

FWCI: 29.56

Cites: 15

Cited by: 1,330

Related to: 10