3Park, etc., 1991. Evaluation of brad extensions: The role of product-level similarity and brand concept consistency.Journal of Consumer Research, 18(September): 185-193.
4Sullivan, Mary W. 1992. Brand Extensions: When to use them, Management Science, 38(6): 793-806.
5Lane, etc., 1995, Stock market reactions to brand extension announcements: The effects of brand attitude and familiarity,Journal of Marketing, 59(1): 63-77.