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.
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