The Effects of Brand Extensions on Market Share and Advertising Efficiency

Smith, Daniel C; Park, C. Whan

doi:10.2307/3172741

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The Effects of Brand Extensions on Market Share and Advertising Efficiency

Author(s): Daniel C. Smith , C. Whan Park

Publication date Created: August 1992

Publication date (Print): August 1992

Journal: Journal of Marketing Research

Publisher: JSTOR

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Title: Journal of Marketing Research

Abbreviated Title: Journal of Marketing Research

Publisher: JSTOR

ISSN (Print): 00222437

Publication date Created: August 1992

Publication date (Print): August 1992

Volume: 29

Issue: 3

Page: 296

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DOI: 10.2307/3172741

SO-VID: 46e461ef-7e9d-4b0e-8f4e-df4c27dcdf99

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The Effects of Brand Extensions on Market Share and Advertising Efficiency

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