Brand portfolio coherence : scale development and empirical demonstration
Hang T. Nguyen, Yufei Zhang, Roger J. Calantone
| Year of publication: |
March 2018
|
|---|---|
| Authors: | Nguyen, Hang T. ; Zhang, Yufei ; Calantone, Roger J. |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 35.2018, 1, p. 60-80
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| Subject: | Brand portfolio | Brand loyalty | Brand identity | Brand strategy | Brand extension | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Markentransfer | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markentreue | Markenarchitektur | Brand architecture | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2017.11.003 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011816963