TY  - JOUR 
AU  - Prados Peña, María Belén
AU  - Barrio García, Salvador Del
PY  - 2020
UR  - https://hdl.handle.net/10481/86287
AB  - Firms with high brand equity often employ the strategy of brand extension to place new products on the market. Very few studies have analyzed brand extensions in the cultural heritage context, and fewer still have dealt with brands carrying the World...
LA  - eng
PB  - Elsevier
KW  - Brand extension
KW  - Brand loyalty
KW  - Brand extension fit
KW  - Brand extension authenticity
KW  - Brand extension
KW  - Heritage brand
TI  - How does parent heritage brand preference affect brand extension loyalty? A moderated mediation analysis
DO  - 10.1016/j.tmp.2020.100755
ER  -