Damoiseau, Yana; Black, William C.; Raggio, Randle D. - In: Journal of Product & Brand Management 20 (2011) 4, pp. 268-281
examine factors affecting the brand portfolio expansion strategy via brand creation versus brand acquisition across a variety …Purpose – This paper seeks to address the following question: What causes firms to choose brand creation vs brand … acquisition for brand portfolio expansion? Design/methodology/approach – A multilevel interdisciplinary conceptual model is …
