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

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.
Luini, L., & Mangani, A. (2002). Brand Extensions: I contributi della letteratura di Industrial Organization. RIVISTA INTERNAZIONALE DI SCIENZE SOCIALI, 60(3), 367-382.
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11365/6888
 Attenzione

Attenzione! I dati visualizzati non sono stati sottoposti a validazione da parte dell'ateneo