Success factors of brand extension.
This project aims to identify the various success factors of brand extension. In our study, the success of a brand extension was measured by the willingness of consumers to purchase the product. Factors such as company profile, extended product, perceived fit, promotion and target market were tested...
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Main Authors: | Kok, Siew Moi., Low, Lai Yean., Tan, Moh Hiang. |
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Other Authors: | Xia, Yang |
Format: | Final Year Project |
Published: |
2008
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Subjects: | |
Online Access: | http://hdl.handle.net/10356/8511 |
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Institution: | Nanyang Technological University |
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