Extending Auto Brand into Fashion Clothing Category: An Exploratory Study on Brand Ford

Date
2013-01-01
Authors
Liu, Chuanlan
Zhang, Langchao
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Altmetrics
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Brand extension strategies seek to increase revenues by prompting consumer purchases across product categories. Using an existed well-known brand name to launch new lines or categories of products reduces the need to create awareness and facilitates marketing communications (Aaker & Keller, 1990). Brand extension has been one of the commonly used strategies to launch new products for decades (Aaker, 1996).

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