Brand personality as a direct cause of brand extension success : does self-monitoring matter?
Graham Ferguson (School of Marketing, Curtin University, Perth, Australia), Kong Cheen Lau (A.S. Louken Consulting, Singapore, Singapore), and Ian Phau (Curtin Business School, Curtin University, Perth, Australia)
| Year of publication: |
2016
|
|---|---|
| Authors: | Ferguson, Graham ; Lau, Kong Cheen ; Phau, Ian |
| Published in: |
The journal of consumer marketing. - Bingley : Emerald Publishing Limited, ISSN 0736-3761, ZDB-ID 630151-4. - Vol. 33.2016, 5, p. 343-353
|
| Subject: | Brand personality | Affect | Brand extension | Perceptual fit | Self-monitoring | Markentransfer | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Persönlichkeitspsychologie | Personality psychology |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JCM-04-2014-0954 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011553721