An examination of product and market characteristics that affect the financial outcomes of brand extensions
Subtitle: working paper
By: Daniel C. Smith
Contributors: Marketing Science Institute
Series: Report (Marketing Science Institute) -- no. 91-103
Publisher: Marketing Science Institute
Published: 1991
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 37
Copyright date: 1991
Subjects: Product management; Advertising; Brand name products; New products
Notes: "February 1991."

"This study examined the effects of brand strategy ... on sales growth and advertising costs."--p. 1.

Includes bibliographical references (p. 34-36).