Diluting beliefs about family brands
Subtitle: when brand extensions have a negative impact
By: Deborah Roedder John, Barbara Loken
Contributors: Loken, Barbara; Marketing Science Institute
Series: Report (Marketing Science Institute) -- no. 92-122
Publisher: Marketing Science Institute
Published: 1992
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 27
Copyright date: 1992
Subjects: Brand name products; Quality of products; Consumers; Attitudes
Notes: "August 1992."

"Working paper."

Includes bibliographical references (p. 25-26).