Journal of Marketing, Volume 90, Issue 6, Page 176-194, November 2026.
Managers often face the challenge of protecting the parent brand’s equity when launching brand extensions into low-fit categories. This article recommends that managers minimize any negative impact of low-fit extensions by using a unique segmentation …Journal of Marketing, Volume 90, Issue 6, Page 176-194, November 2026. <br/>Managers often face the challenge of protecting the parent brand’s equity when launching brand extensions into low-fit categories. This article recommends that managers minimize any negative impact of low-fit extensions by using a unique segmentation … Read More