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Consumer Evaluations of Brand Extensions: The Role Played by the Presence or Absence of a Category Competitor
Overview
In early 2000, Clorox, a well-known brand for household bleach, introduced the first product in the household cleaning wipes category in the U.S. market, a category which has since attracted competition from brands such as Mr. Clean and Lysol. Though Clorox continues to enjoy success as t...
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