Can a brand's heritage turn into a liability when extending to a very different product category?

Additional Metadata
Keywords	Brand heritage, Brand extensions, Product categories
Thesis Advisor	Puntoni, S., Evangelidis, I.
Persistent URL	hdl.handle.net/2105/31710
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA Style AAA Style APA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Piotrowska, A. (2015, July 24). Can a brand's heritage turn into a liability when extending to a very different product category?. Marketing Management. Retrieved from http://hdl.handle.net/2105/31710

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