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Joshi et al., 2017 - Google Patents

Evaluating the feedback effects of brand extension on parent brand equity: A study on Indian FMCG industry

Joshi et al., 2017

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Document ID
15515383639751833161
Author
Joshi R
Yadav R
Publication year
Publication venue
Vision

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Snippet

Brand extension is an important strategy to utilize the credibility of the brand and to minimize the advertising costs. The strategy is used in various industries these days but fast moving consumer goods (FMCG) is such an industry which lie closer to a consumer, hence the …
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    • G06Q30/00—Commerce, e.g. shopping or e-commerce
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