EVALUATION OF BRAND EXTENSIONS - THE ROLE OF PRODUCT FEATURE SIMILARITY AND BRAND CONCEPT CONSISTENCY

被引：660
|
作者：
PARK, CW
MILBERG, S
LAWSON, R
机构：
[1] GEORGETOWN UNIV, MKT, WASHINGTON, DC 20054 USA
[2] UNIV SCRANTON, MKT, SCRANTON, PA 18510 USA
来源：
JOURNAL OF CONSUMER RESEARCH | 1991年 / 18卷 / 02期
关键词：
D O I：
10.1086/209251
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
引用
收藏
页码：185 / 193
页数：9
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