Diamantopoulos, Adamantios; Smith, Gareth; Grime, Ian - In: European Journal of Marketing 39 (2005) 1/2, pp. 129-149
Purpose – To investigate empirically the impact of brand extensions on brand personality, using Aaker's scale to measure the latter. Design/methodology/approach – Experimental study manipulating extension fit (good/poor fit), controlling for brand familiarity and including a control group....