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1. Brand extensions – the influence of the parent brand
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : The purpose of this investigation is to come across the associations of consumers who are being exposed to a brand extension from a different product category. Moreover, our aim is to contribute to the knowledge of how consumers respond to these extended products, by investigating the influence of the parent brand. LÄS MER
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