TY  - JOUR 
AU  - Barrio García, Salvador Del
AU  - Prados Peña, María Belén
PY  - 2019
UR  - https://hdl.handle.net/10481/86289
AB  - Brand extension is a strategy widely used among firms with high brand equity to launch new products into the market. This strategy has been the subject of considerable scholarly interest over the last few years. However, there are very few published...
LA  - eng
PB  - Elsevier
KW  - Brand extension
KW  - Brand extension authenticity
KW  - Brand extension credibility
KW  - Brand equity
KW  - World heritage sites
TI  - Do brand authenticity and brand credibility facilitate brand equity? The case of heritage destination brand extension
DO  - 10.1016/j.jdmm.2019.05.002
ER  -