The impact of bad fit product line extensions on brand personality

Master thesis English OPEN
Lima, Pedro;
  • Subject: Brand personality | Bad fit line extension | Ruggedness | Sophistication | :Ciências Sociais::Economia e Gestão [Domínio/Área Científica]

This work project intended to study the impact of a bad fit product line extension on brand personality. To do that, the focus of the study was narrowed down to one dimension of the brand personality, ruggedness, and another one as a comparative dimension, sophisticatio... View more
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