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Line Extension Asymmetry: Higher Quality Line Extensions Help, Lower Quality Extensions Do Only a Little Harm Cover

Line Extension Asymmetry: Higher Quality Line Extensions Help, Lower Quality Extensions Do Only a Little Harm

NIM Marketing Intelligence Review
Volume 5 (2013): Issue 1 (May 2013)
By: Timothy B. Heath,  Devon DelVecchio and  Michael S. McCarthy  
Open Access
|Jul 2014

Authors

Timothy B. Heath

heath@hec.fr

Devon DelVecchio

delvecds@muohio.edu

Michael S. McCarthy

mccartms@muohio.edu

DOI: https://doi.org/10.2478/gfkmir-2014-0024 | Journal eISSN: 2628-166X
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Language: English
Page range: 31 - 37
Published on: Jul 16, 2014
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
Brand Management,
Line Extensions,
Product Lines,
Brand Evaluations
Related subjects:
Business and economics,
Political economics,
Public finance and fiscal theory,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business management, other

© 2014 Timothy B. Heath, Devon DelVecchio, Michael S. McCarthy, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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