Re-thinking brand extension theory: parents, siblings and off-spring or landlords and tenants?

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Hede, Anne-Marie ORCID: 0000-0002-6204-7088, Kerrigan, Finola ORCID: 0000-0002-5730-7519 and Thyne, Maree (2022) Re-thinking brand extension theory: parents, siblings and off-spring or landlords and tenants? Marketing Theory, 23 (2). pp. 249-265. ISSN 1470-5931

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Item type Article
URI https://vuir.vu.edu.au/id/eprint/46413
DOI 10.1177/14705931221116404
Official URL https://journals.sagepub.com/doi/10.1177/147059312...
Subjects Current > FOR (2020) Classification > 3506 Marketing
Current > Division/Research > VU School of Business
Keywords brand extension strategies, branding, brand family, marketing
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