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Strategic Brand Management In Emerging Markets: Consumer Perceptions Of Brand Extensions

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  • Durdana Ozretic-Dosen
  • Marta Brlic
  • Tanja Komarac

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Suggested Citation

  • Durdana Ozretic-Dosen & Marta Brlic & Tanja Komarac, 2018. "Strategic Brand Management In Emerging Markets: Consumer Perceptions Of Brand Extensions," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 9(1).
    • Handle: RePEc:vul:omefvu:v:9:y:2018:i:1:id:246
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    File URL: http://www.om.evaf.vu.lt/cms/cache/RePEc_files/article_108.pdf
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    References listed on IDEAS

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    1. Peterson, Robert A. & Merunka, Dwight R., 2014. "Convenience samples of college students and research reproducibility," Journal of Business Research, Elsevier, vol. 67(5), pages 1035-1041.
    2. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
    3. Catherine Viot, 2011. "Can brand identity predict brand extensions' success or failure?," Post-Print hal-01803752, HAL.
    4. Robert Peterson & Dwight Merunka, 2014. "Convenience samples of college students and research reproducibility," Post-Print hal-01822317, HAL.
    5. Mehdi Seltène & Olivier Brunel, 2008. "Brand Extension: The Moderating Role of the Category to which the Extension Belongs to Be Added," Post-Print halshs-00681991, HAL.
    6. Mehdi Seltène & Olivier Brunel, 2008. "Brand extension: the moderating role of the category to which the brand extension is found," Post-Print halshs-00340320, HAL.
    7. Richa Joshi & Rajan Yadav, 2017. "Evaluating the Feedback Effects of Brand Extension on Parent Brand Equity: A Study on Indian FMCG Industry," Vision, , vol. 21(3), pages 305-313, September.
    8. Kim, Chung K. & Lavack, Anne M. & Smith, Margo, 2001. "Consumer evaluation of vertical brand extensions and core brands," Journal of Business Research, Elsevier, vol. 52(3), pages 211-222, June.
    9. Tauber, Edward M., 1981. "Brand franchise extension: New product benefits from existing Brand Names," Business Horizons, Elsevier, vol. 24(2), pages 36-41.
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    Cited by:

    1. Vaida Kaduskeviciute & Sigitas Urbonavicius, 2019. "Webrooming: A Way of Dealing with Uncertainties in Purchasing," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 31(2), pages 139-152.
    2. Vytautas Dikcius & Eleonora Seimiene & Ramunas Casas, 2018. "Brand Personality Scale: Is It Applicable For A Small Emerging Country?," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 9(2).
    3. repec:ehu:cuader:55436 is not listed on IDEAS

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