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 APA Style APA-ALL Style AAA 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). Can a brand's heritage turn into a liability when extending to a very different product category?. In Marketing Management.http://hdl.handle.net/2105/31710

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