Browsing BI Open by Author "Dahl, Rebecka"
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The role of brand specific associations in brand extensions : the case of the Norwegian food market
Melhus, Karoline Johanne; Dahl, Rebecka (Master thesis, 2017)Brand specific associations is confirmed to be an important driver for fit in brand extension strategy. Extended consumer packaged goods that include the same brand specific associations as the parent brand are more ...