Brand Extensions and Entry Deterrence

Ju Choi, Chang ; Scarpa, Carlo (1989) Brand Extensions and Entry Deterrence. Bologna: Dipartimento di Scienze economiche DSE, p. 28. DOI 10.6092/unibo/amsacta/5344. In: Quaderni - Working Paper DSE (66). ISSN 2282-6483.
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Abstract

In many industries, we observe various "groups" of products linked by a common brand name. This approach to launching products extends the existing reputation, in this case the brand name, also to achieve the existing certain economies of scope in areas such as advertising costs.

Abstract
Document type
Monograph (Working Paper)
Creators
CreatorsAffiliationORCID
Ju Choi, Chang
Scarpa, Carlo
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ISSN
2282-6483
DOI
Deposit date
19 Jul 2016 13:42
Last modified
19 Jul 2016 13:42
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