Consumer Evaluations of Brand Extensions: Can B2B Brands Be Extended Into the Consumer Market?

Topics:
Brand Management
Tags:
B2B,
B2C,
Brand,
Brand Extension,
Branding,
E-business/E-Commerce,
Internet,
Marketing
Source:
Maastricht University

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Overview: Can B2B brands be extended into the consumer market? This paper, in detail, takes a comprehensive look at brand extensions in the business-to-business sector and their ability to move into B2C (business to consumer). It includes everything from what is a brand extension to determining a conceptual framework to manage brand extension.

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Format: PDF | Size: 714KB | Date: Sep 2004 | Pages: 125

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