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    • Strategic Benefits of Low Fit Brand Extensions: When and Why? 

      Chun, HaeEun Helen; Par, C. Whan; Eisingerich, Andreas B.; MacInnis, Deborah J. (2015-10-01)
      Brand extensions have the potential to both enhance liking of the brand extension and induce positive spillover effects on the parent brand. Such dual outcomes enhance the brand's growth potential. We propose and empirically ...