Browsing Handelshøyskolen BI by Author "Jabran, Mohammed"
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The impact of brand extension fit, extension strategy and product exposure on attitudinal responses to brand extensions
Farstad, Lena Kvelland; Jabran, Mohammed (Master thesis, 2013-02-08)Brand extensions have for decades been one of the most used strategies for growth, but the sad reality is that 8 out of 10 extensions fail, making the likelihood of failure unattractively high. In addition, competition and ...