HIGHLIGHTS
- who: JEL Classification M and colleagues from the Poland Poland have published the article: Extending a Brand into Another Segment as a Means of Gaining a Competitive Advantage, in the Journal: (JOURNAL)
- what: The aim fills the research gap which is to determine whether the application of the brand extension model makes it possible to increase the company`s competitiveness in the European environment and thus eliminate the risk when entering new segment. The research showed that consumers have positive perception of brand extension if high product quality is ensured in the new segment regardless . . .
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