# Brand extension similarity can backfire when you look for something specific

> Research article (European Journal of Marketing, 2017) · cited 11× · AI/ML

**Wikidata**: [openalex:W2597655040](https://www.wikidata.org/wiki/openalex:W2597655040)  
**Source**: https://4ort.xyz/entity/brand-extension-similarity-can-backfire-when-you-look-for-something-specific