Consumer evaluation of brand extensions: goods to services and services to goods

dc.contributor.author	Jayasankar, R
dc.date.accessioned	2014-12-12T09:03:27Z
dc.date.available	2014-12-12T09:03:27Z
dc.date.issued	2014-03
dc.identifier.uri	http://hdl.handle.net/2259/16
dc.description.abstract	Brands are assets that can be acquired, licensed, and hypothecated by firms. Brand extension refers to the use of established brand name for introducing new offering. From a brand owner’s perspective, usefulness of brand extension strategy includes reduction in marketing expenditure, reduction in risk of new product failure, and improvement in overall asset value of brand...	en_US
dc.language.iso	en	en_US
dc.publisher	Indian Institute of Management Kozhikode	en_US
dc.subject	Brand Extensions	en_US
dc.subject	consumer’s perspective	en_US
dc.title	Consumer evaluation of brand extensions: goods to services and services to goods	en_US
dc.type	Thesis	en_US