Art and the brand: The role of visual ar
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Henrik Hagtvedt; Vanessa M. Patrick
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Article
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2008
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Elsevier Science
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English
β 776 KB
## 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