Browsing Faculty of Business by Subject "Branding"
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Assessing consequences of component sharing across brands in the vertical product line in the automotive market
(Wiley, 2012-07)Component sharing may look great in the boardroom, but not in the showroom. Indeed, savings on R&D and production costs could be offset by a plunge in customer brand attractiveness. Combining experimental with econometric ... -
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 ...
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