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1-5 of 5 results for authentic brand extension

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Retricted access

Research article

First published 2012-12

More than Fit: Brand Extension Authenticity

Susan Spiggle, Hang T. Nguyen, Mary Caravella

Journal of Marketing Research

Retricted access

Research article

First published 2018-10

Lemmy Mureti Muriuki, David Bururia, James Mutegi

Tourism and Hospitality Research

Open access

Review article

First published 2024-7

Xiaoqing Li, Ming-Fook Lim, Aizah Nadia Aknie Ramlee [...]

Sage Open

Retricted access

Research article

First published 2024-7

Yucheng Ding, Xu Guan, Jiannan Ke

Production and Operations Management

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Research article

First published 2019-2

Linda D. Hollebeek, Keith Macky

Journal of Interactive Marketing