Consumer evaluations of brand extensions
By: David A. Aaker and Kevin Lane Keller.
Contributors: Keller, Kevin Lane, 1956-
Series: Special report / Marketing Science Institute ;; no. 90-103; Report (Marketing Science Institute) ;; no. 90-103.
Publisher: Marketing Science Institute
Published: 1990
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 41
Subjects: Brand name products -- United States.; Consumers -- United States -- Attitudes.
Notes: Includes bibliographical references (p. 40-41).
Cover title.
Reprinted from the Journal of Marketing, vol. 54, Jan. 1990.