Title

Do Consumers Penalize the Parent Brand When Brand Extensions Fail?: The Role of Implicit Theories

Authors

Mathew Isaac, Seattle University

Files

College or School

Albers School of Business & Economics

Publication Date

2020

Recommended Citation

Isaac, Mathew, "Do Consumers Penalize the Parent Brand When Brand Extensions Fail?: The Role of Implicit Theories" (2020). Faculty Lightning Talks - February 2020. 4.
https://scholarworks.seattleu.edu/lightning-2020/4