Aggregate impact of different brand development strategies
Vijay Ganesh Hariharan; Ram Bezawada; Debabrata Talukdar
| Year of publication: |
2015
|
|---|---|
| Authors: | Hariharan, Vijay Ganesh ; Bezawada, Ram ; Talukdar, Debabrata |
| Published in: |
Management science : journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0025-1909, ZDB-ID 206345-1. - Vol. 61.2015, 5, p. 1164-1182
|
| Subject: | branding | brand extensions | line extensions | cobranding | new products | brand development strategy | spillover effects | extension performance | Bayesian endogenous switching model | empirical generalization | Markenführung | Brand management | Markentransfer | Brand extension | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Spillover-Effekt | Spillover effect | Markenartikel | Brand | Produktentwicklung | New product development |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011284856