Modern companies adopt the brand extension strategies in order to maximize their brand equity, and the economists' interest about these practices has recently grown. The studies of Industrial Organization examine the relevant aspects of the brand extension: whether or not to extend, the timing of the extension, the markets involved, and the spillover effects. This paper discusses the main findings and the issues that need further research.

Luini, L., Mangani, A. (2002). Brand Extensions: I contributi della letteratura di Industrial Organization. RIVISTA INTERNAZIONALE DI SCIENZE SOCIALI, 60(3), 367-382.

Brand Extensions: I contributi della letteratura di Industrial Organization

LUINI, LUIGI;
2002-01-01

Abstract

Modern companies adopt the brand extension strategies in order to maximize their brand equity, and the economists' interest about these practices has recently grown. The studies of Industrial Organization examine the relevant aspects of the brand extension: whether or not to extend, the timing of the extension, the markets involved, and the spillover effects. This paper discusses the main findings and the issues that need further research.
2002
Luini, L., Mangani, A. (2002). Brand Extensions: I contributi della letteratura di Industrial Organization. RIVISTA INTERNAZIONALE DI SCIENZE SOCIALI, 60(3), 367-382.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11365/6888
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