Product-Category Dynamics and Corporate Identity in Brand Extensions: A Comparison of Hong Kong and U.S. Consumers
Whether or not the focus of a brand-extension strategy should be on product-category related factors or the characteristics of the company providing the extension is discussed. Examining this issue experimentally in Hong Kong and in the US with samples of students and working professionals, it is fo...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
1997
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/2235 https://proquest.umi.com/pqdlink?did=45063889&sid=8&Fmt=2&clientId=44274&RQT=309&VName=PQD |
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| Institution: | Singapore Management University |
| Language: | English |