The context (in)dependence of low-fit brand extensions
Year of publication: |
2023
|
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Authors: | Mathur, Pragya ; Malika, Malika ; Agrawal, Nidhi ; Maheswaran, Durairaj |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 87.2023, 1, p. 114-132
|
Subject: | advertising | brand equity | consumer cognitive psychology | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markentransfer | Brand extension | Werbewirkung | Advertising effects | Markenführung | Brand management | Kognition | Cognition | Werbung | Advertising |
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