Attitude-Based Versus Choice-Behavior-Based Success of Brand Extensions
Year of publication: |
2012
|
---|---|
Authors: | Rühle, Alexander ; Völckner, Franziska ; Sattler, Henrik ; Hatje, Claudia |
Published in: |
Schmalenbach Business Review (sbr). - Fakultät für Betriebswirtschaft. - Vol. 64.2012, 2, p. 125-140
|
Publisher: |
Fakultät für Betriebswirtschaft |
Subject: | Branding | Brand Extension | New Product Success | Strategy |
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