Browsing by Subject "Brand architecture"
Now showing items 1-2 of 2
-
How do line extensions impact brand sales? The role of feature similarity and brand architecture
(Springer, 2023-11)Brand architecture decisions have important performance implications but have seen little quantitative research. In particular, there is little empirical evidence on how the strength of the link established among clusters ... -
The impact of brand architecture decisions on portfolio sales
(2017-06)Decisions pertaining to the organization of products under brands within the company's portfolio are an important aspect of brand portfolio strategy with potentially serious top-and bottom-line implications. Despite the ...
Share this page