The role of corporate image and extension similarity in service brand extensions

Research output: Working paperProfessional

56 Citations (Scopus)
684 Downloads (Pure)
Original languageEnglish
Place of PublicationMaastricht
PublisherMETEOR, Maastricht University School of Business and Economics
DOIs
Publication statusPublished - 1 Jan 2000

Publication series

SeriesMETEOR Research Memorandum
Number035

Cite this

de Ruyter, J. C., & Wetzels, M. G. M. (2000). The role of corporate image and extension similarity in service brand extensions. METEOR, Maastricht University School of Business and Economics. METEOR Research Memorandum, No. 035 https://doi.org/10.26481/umamet.2000035