๐”– Bobbio Scriptorium
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Designing Visual Recognition for the Brand

โœ Scribed by Toni-Matti Karjalainen; Dirk Snelders


Book ID
109165239
Publisher
John Wiley and Sons
Year
2010
Tongue
English
Weight
766 KB
Volume
27
Category
Article
ISSN
0737-6782

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## Abstract We investigate a tool, namely visual art, which enables firms to increase the extendibility of their brands. Extant research proposes that successful brand extensions depend on favorable brand image and high perceived fit between the brand and the extension category. We propose that the