Act your age to engage : field evidence on parent versus brand extension
Liam Tincknell, Frank Mathmann, Benno Torgler, Husain Salilul Akareem
| Year of publication: |
2025
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|---|---|
| Authors: | Tincknell, Liam ; Mathmann, Frank ; Torgler, Benno ; Akareem, Husain Salilul |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 32.2025, 1, p. 34-49
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| Subject: | Assessment | Brand extensions | Engagement | Locomotion | Social media engagement marketing | Text analysis | Markentransfer | Brand extension | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-024-00367-8 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015192501