SMEAL WIKI

Brand equity and the extendibility of brand names

Arvind Rangaswamy, Raymond R. Burke, Terence A. Oliva
Year1993
VenueInternational Journal of Research in Marketing
Typearticle
Citations362
DOI10.1016/0167-8116(93)90034-v
OpenAlexW2066560646

Topics

Consumer Behavior in Brand Consumption and IdentificationBrand equityBrand extensionBrand managementBusinessBrand awareness