Consumer preferences and reactions to brand expansion

URN:NBN:SI:doc-35ISTPXT2024Kerum, FaniVuković, DijanaŽukina, Miroslavadocuments/doc/3/URN_NBN_SI_doc-35ISTPXT_001.pdfdocuments/doc/3/URN_NBN_SI_doc-35ISTPXT_001.txt270articlestr. 47-620547-310110.2478/ngoe-2024-0011237571587URN:NBN:SI:doc-35ISTPXTengDruštvo ekonomistov MariborEkonomski center MariborEkonomsko-poslovna fakultetaNaše gospodarstvoBY-NC-NDblagovne znamkeconsumer preferencescustomer response to premium brand vertical extensionmarketingpositioning vertical expansion of the premium brandpozicioniranjepremium brandvedenje potrošnikovConsumer preferences and reactions to brand expansion