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Daily Archives: December 20, 2012

Versta Research Post

How to Know If a Brand Extension Will Succeed

New Products and Innovation, Survey Design, Topics in MarketingBy Joe HopperDecember 20, 2012

An article not too long ago in the Journal of Consumer Psychology summed up current research on brand extensions thus: What factors determine whether or not a brand extension will be successful? The most important factor identified by prior research is perceived fit. Consumers respond more favorably if they are able to perceive a fit…

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