Pengaruh Brand Extension terhadap Keberlangsungan Brand-brand Ternama di Indonesia

Hesse, A., Bündgen, K., Claren, S., & Frank, S. (2022). Practices of brand extensions and how consumers respond to FMCG giants’ greening attempts. Journal of Brand Management, 1-18. 

Priester, J. R., Fleming, M. A., Donovan, L. A. N., & Dutton, C. (2022). The brand property strength framework: Integrating theory and research on brand consumer psychology.