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Are brand extensions of healthy products an adequate strategy when there is a high association between the brand and unhealthy products?
2018
Revista Brasileira de Gestão De Negócios
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 metropolitan
doi:10.7819/rbgn.v0i0.3905
fatcat:m2jsb5vnh5en3m7puyx4sbeuoe