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The Asymmetric Effects of Extending Brands to Lower and Higher Quality

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References

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1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency1,305 cited
1992The Effects of Sequential Introduction of Brand Extensions1,281 cited
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1992The Effects of Brand Extensions on Market Share and Advertising Efficiency744 cited
2004The New Strategic Brand Management707 cited

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1998Symbolic and functional positioning of brands661 cited

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