Building a multi-category brand : when should distant brand extensions be introduced?
Jeffrey R. Parker, Donald R. Lehmann, Kevin Lane Keller, Martin G. Schleicher
| Year of publication: |
March 2018
|
|---|---|
| Authors: | Parker, Jeffrey R. ; Lehmann, Donald R. ; Keller, Kevin Lane ; Schleicher, Martin G. |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 46.2018, 2, p. 300-316
|
| Subject: | Brands | Brand extensions | Brand concept | Brand concept fluency | Markenführung | Brand management | Markentransfer | Brand extension | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-017-0552-7 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011844799