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- W1505145648 abstract "This paper studies brand-extension feedback effects from India to address the paucity of extension-feedback research from the subcontinent. A model from literature was developed and tested on a sample of students in the capital city; it fitted the data well and four out of the six hypotheses were supported. Fit had the strongest effect on feedback followed by initial parent-brand attitude. Overall, the study advances the knowledge on brand-extension feedback effects." @default.
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- W1505145648 date "2007-01-01" @default.
- W1505145648 modified "2023-09-27" @default.
- W1505145648 title "Feedback effects in brand extensions: evidence from India" @default.
- W1505145648 hasPublicationYear "2007" @default.
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