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- W2281753974 abstract "The aim of this study was to demonstrate the causal relationships among brand extension, trust, and new product performance. We discovered that brand trust is positively influenced by marketing activities involved in brand extension. Trust is a critical element, and is difficult to foster and maintain, because customers consider a company's image when purchasing expensive merchandise. We determined that brand trust exhibits a positive causal relationship on market performance. We recommend that managers in the jewelry industry provide excellent marketing for their products to establish a solid customer base, enhancing company performance." @default.
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- W2281753974 date "2015-03-01" @default.
- W2281753974 modified "2023-09-27" @default.
- W2281753974 title "Brand Extension to Enlarge Product Performance in the Jewelry Industry" @default.
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