The Determinants of Brand Extension s Success in an Emerging Market Identifying The Effects of Parent Brand Image Category Fit and Consumer Characteristics

Akturan U., Yeniçeri T.

7th Global Conference on Business and Economics , İzmir, Turkey, 13 October 2007, pp.1-11, (Full Text)

• Publication Type: Conference Paper / Full Text
• City: İzmir
• Country: Turkey
• Page Numbers: pp.1-11
• Galatasaray University Affiliated: Yes