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