Brand extension similarity can backfire when you look for something specific - Dimitriu, Radu; Warlop, Luk; Samuelsen, Bendik Meling (European journal of marketing, 2017)
Keywords: Between-subjects design; Brands; Consumer behavior; Consumers; Extensions; Hypothesis testing; Investigations; Margarine; Perceptions; Product choice; Purchase intention; Studies; Positioning; Perception; Specific attribute performance; Brand extension