A copy of this work was available on the public web and has been preserved in the Wayback Machine. The capture dates from 2018; you can also visit the original URL.
The file type is
Purpose -The objective of this paper was to explore which branding strategy (brand extension versus new brand) is most convenient for healthy products, by taking into account the effect that the perceived fit between the nutritional attributes of the regular products of the parent brand and the healthy extensions have on the credibility of the latter. Design/methodology/approach -The required information was obtained through personal interviews with 107 consumers resident in the metropolitandoi:10.7819/rbgn.v0i0.3905 fatcat:m2jsb5vnh5en3m7puyx4sbeuoe