Alicia Grasby

University of South Australia - Ehrenberg Bass Institute of Marketing Science

GPO Box 2471

Adelaide, 5001

Australia

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Scholarly Papers (1)

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Brand Extensions: Does Buying a Brand in One Category Increase Propensity to Buy It in Another?

Number of pages: 5 Posted: 14 Jun 2019
University of South Australia - Ehrenberg Bass Institute of Marketing Science, University of South Australia - School of Marketing, University of South Australia - Ehrenberg-Bass Institute, University of South Australia and University of South Australia - Ehrenberg Bass Institute of Marketing Science
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Abstract:

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brand loyalty, cross-category loyalty, brand purchasing, brand extensions