1. Brand extension similarity can backfire when you look for something specific. (8th May 2017) Authors: Dimitriu, Radu; Warlop, Luk; Samuelsen, Bendik Meling Journal: European journal of marketing Issue: Volume 51:Number 5/6(2017) Page Start: 850 Record Type: Journal Article View Content: Available online (eLD content is only available in our Reading Rooms) ↗