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EXPANDING THE BOUNDARY OF BRAND EXTENSIONS THROUGH BRAND RELATIONSHIP QUALITY
(VILNIUS GEDIMINAS TECH UNIVSAULETEKIO AL 11, VILNIUS LT-10223, LITHUANIA, 2016)
Research on brand extensions identifies the concept of perceived fit as the prime determinant of success. Yet, it is not difficult to find examples of brands that have been extended successfully into "perceptually distant" ...
How do firms benefit from customer complaints?
(ELSEVIER SCIENCE INCSTE 800, 230 PARK AVE, NEW YORK, NY 10169, 2016)
The study explores the effects of two sets of factors relating to complaint management on firm performance, namely, (1)customer response factors and (2) organizational learning factors, thereby integrating organizational ...