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Search Results for Collection: Faculty of Business and Law

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The importance of brand-specific associations in brand extension: further empirical results

Glynn, MS; Brodie, RJ (Emerald Group Publishing Limited, AUT University; 1998)

This paper reports a replication of Broniarczyk and Alba’s study on the influence of brand-specific associations on brand extensions. The results broadly support the original study showing brand-specific associations ...