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COMPARISON OF FACTORS AFFECTING CONSUMER ATTITUDES TOWARDS BRAND EXTENSION IN TERMS OF DOMESTIC AND FOREIGN BRANDED PRODUCTS
Peker, Ahsen; Özkan, Erdem; Okumuş, Abdullah (Kırklareli Üniversitesi, 2017)Objectives: The aim of this study is to investigate theeffects of consumers’ attitudes toward brand extensions and to demonstrate howthese effects differ in domestic and foreign brands. Methods: Consumers of two different ...