品牌延伸反馈效应：一个整体框架[外文翻译].docVIP

标题：Brand extension feedback effects: A holistic framework 原文：The brand extension literature has developed from evaluation of the brand extension per se to also considering the impact of the brand extensions on the parent brand, also known as the feedback effect. Feedback effects are the reciprocal impact of the brand extension on the parent brand, which can be either positive or negative. Despite substantial investigation into brand extensions, a major gap in the literature is that it is very fragmented and investigates feedback effects in a rather piecemeal fashion. This is partly attribut