Marketing strategy decisions for brand extension success
P Athanasopoulou, AN Giovanis… - Journal of Brand …, 2015 - Springer
This study looks at the marketing strategies used by fast-moving consumer goods (FMCG)
firms in developing brand extensions and determines which of these strategies may lead to
extension success. First, a qualitative study was done involving in-depth interviews with
brand or marketing managers in 12 FMCG firms regarding the development of 19 extensions
both successful and unsuccessful. Qualitative data was combined with past research to
design a conceptual framework that was used in the second stage of the study. In the …
firms in developing brand extensions and determines which of these strategies may lead to
extension success. First, a qualitative study was done involving in-depth interviews with
brand or marketing managers in 12 FMCG firms regarding the development of 19 extensions
both successful and unsuccessful. Qualitative data was combined with past research to
design a conceptual framework that was used in the second stage of the study. In the …
Marketing strategy decisions for brand extension success
A Giovanis, P Athanasopoulou… - Journal of Brand …, 2015 - uniwacris.uniwa.gr
This study looks at the marketing strategies used by fast-moving consumer goods (FMCG)
firms in developing brand extensions and determines which of these strategies may lead to
extension success. First, a qualitative study was done involving in-depth interviews with
brand or marketing managers in 12 FMCG firms regarding the development of 19 extensions
both successful and unsuccessful. Qualitative data was combined with past research to
design a conceptual framework that was used in the second stage of the study. In the …
firms in developing brand extensions and determines which of these strategies may lead to
extension success. First, a qualitative study was done involving in-depth interviews with
brand or marketing managers in 12 FMCG firms regarding the development of 19 extensions
both successful and unsuccessful. Qualitative data was combined with past research to
design a conceptual framework that was used in the second stage of the study. In the …
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