The Impact of Brand Extensions on Parent Brand Memory Structures and Retrieval Processes - Morrin, Maureen (Journal of marketing research, 1999)
Keywords: Advertising campaigns; Attitudes; Brand equity; Brand identification; Brand names; Brands; Cognitive space; Consumer behavior; Consumers; Experimentation; Extensions; Impact analysis; Liquor; Marketing; Memory; Memory recall; Parents; Product development; Product lines; Product recalls; Recall; Research Notes and Communications; Studies; Success; Sumer; Toothpaste; United States--US