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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" ...