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

"February 1991."

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

Includes bibliographical references (p. 34-36)