Brand extensions in the platform countries of Asia : effects of fit, order of market entry and involvement
Frank Huber; Michael Lenzen; Frederik Meyer; Andrea Weihrauch
| Year of publication: |
2013
|
|---|---|
| Authors: | Huber, Frank ; Lenzen, Johann Michael ; Meyer, Frederik ; Weihrauch, Andrea |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 20.2012/13, 5, p. 424-443
|
| Subject: | Markentransfer | Brand extension | Internationaler Markteintritt | International market entry | Konsumgüterindustrie | Consumer goods industry | Westlich | Western | Hongkong | Hong Kong |
| 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/10009741795