Browsing NHH Brage by Author "Gjertsen, Dag"
Now showing items 1-1 of 1
-
Brand extensions : influences of perceived fit and communication of explanatory links
Gjertsen, Dag (Master thesis, 2015)This study investigates the influences of perceived fit and communication of explanatory links on brand extension success, as well as the moderating effects of consumer innovativeness, category ...