IEEE - Institute of Electrical and Electronics Engineers, Inc. - Brand Extension Strategy Evaluations Based on Consumer Perception

2007 International Conference on Management Science and Engineering

Author(s): Yu Jun-ying ; Cang Ping ; Cai Yan
Publisher: IEEE - Institute of Electrical and Electronics Engineers, Inc.
Publication Date: 1 August 2007
Conference Location: Harbin, China
Conference Date: 20 August 2007
Page(s): 1,103 - 1,108
ISBN (CD): 978-7-88358-080-5
ISBN (Paper): 978-7-5603-2278-0
DOI: 10.1109/ICMSE.2007.4421993
Regular:

Brand marketers are looking for ways to expand their portfolios, meanwhile decrease the costs of the new products introduced as well as diminish the risk of new product failure, in order to win... View More

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