Christian Reinstrom

Independent

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Do We Really Know How to Manage Brand Extension Success?

Hamburg University of Technology (TUHH), Management@TUHH Research Paper Series No. 8, ISSN 2192‐4813
Number of pages: 23 Posted: 08 Sep 2012 Last Revised: 04 Feb 2014
Hamburg University of Technology (TUHH), University of Cologne - Faculty of Management, Economics and Social Sciences, University of Hamburg and Independent
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Management@TUHH, Brand extensions, success factors, formative measurement, hierarchical component model, PLS-SEM