The Role Of Parent Brand Quality For Service Brand Extension Success

Sage Publications Inc
Publication Type:
Journal Article
Journal of Service Research, 2010, 13 (4), pp. 379 - 396
Issue Date:
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Although substantial differences between product quality and service quality have spurred service research for the past 30 years, studies of brand extension success drivers in a services context measure the core driver of parent brand quality, using scal
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