Brand extension strategies : perceived fit, brand type, and culture influences
Year of publication: |
2009
|
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Authors: | Buil, Isabel ; De Chernatony, Leslie ; Hem, Leif E. |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 43.2009, 11/12, p. 1300-1324
|
Subject: | Markenführung | Brand management | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Kulturelle Identität | Cultural identity |
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