By-brand or by-category? : the effect of display format on brand extension evaluation
Xiaoying Zheng, Ernest Baskin, Ravi Dhar
| Year of publication: |
2019
|
|---|---|
| Authors: | Zheng, Xiaoying ; Baskin, Ernest ; Dhar, Ravi |
| Published in: |
Journal of retailing. - New York, NY [u.a.] : Elsevier, ISSN 0022-4359, ZDB-ID 410802-4. - Vol. 95.2019, 3, p. 76-85
|
| Subject: | Brand extension | Brand-extension fit | Consumption experience | Display format | Parent brand quality | Markentransfer | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretai.2019.04.003 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012130009