- Volume 16 Issue 5
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The Reciprocal Effects of a Previous Brand Extension and Follower Brand Extension's Market Performance on a Parent Brand of a Follower Brand's Extension Product
선행 브랜드확장과 추격 브랜드확장의 시장성과가 추격확장제품의 모브랜드에 미치는 반향효과
Huh, Jong-Ho;Park, Hye-Kyung;Shin, Bong-Sub
- Received : 2015.01.25
- Accepted : 2016.02.16
- Published : 2016.05.28
The present research investigates the reciprocal effects of a previous brand extension and follower brand extension's market performance on a parent brand of a follower brand's extension product using 2(previous brand extension's market performance: success vs. failure)
Brand Extension;Previous Brand's Extension;Follower Brand's Extension;Reciprocal Effect on a Parent Brand;Enhancement(dilution) Effect
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