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A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand Equity and Extension Fit.

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Bibliographic Details
Title: A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand Equity and Extension Fit.
Authors: Peng, Chenming (AUTHOR), Bijmolt, Tammo H.A. (AUTHOR) pengchenming@uibe.edu.cn, Völckner, Franziska (AUTHOR), Zhao, Hong (AUTHOR)
Source: Journal of Marketing. Nov2023, Vol. 87 Issue 6, p906-927. 22p.
Database: Business Source Ultimate
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ISSN:00222429
DOI:10.1177/00222429231164654