TY  - GEN
AU  - RAMANATHAN, JAYASANKAR
TI  - Consumer evaluation of brand extensions: Good to service and service to good
PY  - 2013///
KW  - BRANDS
N2  - This paper advances the extant findings on consumer evaluation of brand extensions in the domains of good to good and service to service into the under explored domains of good to service and service to good. Using past literature, propositions are specified on whether the strength of the effets on attitude towards the brand extension and revision of attitude towards the parent brand found in the domains of good to good and service to service is different in the domains of good to serviceand service to good. Research design to test all the propositions is furnished and the implications of this paper discussed
ER  -