Working Papers

An Examination of Product and Market Characteristics That Affect the Financial Outcomes of Brand Extensions

Daniel C. Smith

Jan 1, 1991

Investigates impact of brand extensions and new brands on advertising costs and sales growth and how this impact is tempered by product and market context.

This resource is not available online.

By using you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.