Hang Nguyen

Michigan State University

Assistant Professor of Marketing

Agriculture Hall

East Lansing, MI 48824-1122

United States

SCHOLARLY PAPERS

2

DOWNLOADS

373

SSRN CITATIONS

0

CROSSREF CITATIONS

4

Scholarly Papers (2)

1.

More than Fit: Brand Extension Authenticity

Journal of Marketing Research, pp. 967-983 (December 2012)
Number of pages: 17 Posted: 04 Feb 2014
Susan Spiggle, Hang Nguyen and Mary Caravella
University of Connecticut - Department of Marketing, Michigan State University and University of Connecticut - Department of Marketing
Downloads 191 (158,312)

Abstract:

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brand strategy, brand authenticity, brand extension, authentic brand extension, fit

2.

More than Fit: Brand Extension Authenticity (Web Appendix)

Journal of Marketing Research, Forthcoming
Number of pages: 16 Posted: 04 Feb 2014
Susan Spiggle, Hang Nguyen and Mary Caravella
University of Connecticut - Department of Marketing, Michigan State University and University of Connecticut - Department of Marketing
Downloads 182 (165,397)

Abstract:

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brand strategy, brand authenticity, brand extension, authentic brand extension, fit