Call back the jury : reinvestigating the effects of fit and parent brand quality in determining brand extension success
Sandra J. Milberg; Ronald C. Goodstein; Francisca Sinn; Andres Cuneo; Leonardo D. Epstein
| Year of publication: |
2013
|
|---|---|
| Authors: | Milberg, Sandra J. ; Goodstein, Ronald Charles ; Sinn, Francisca ; Cuneo, Andres ; Epstein, Leonardo D. |
| Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 29.2013, 3/4, p. 374-390
|
| Subject: | Markenimage | Brand image | Markentransfer | Brand extension | Bewertung | Evaluation | Konsumentenverhalten | Consumer behaviour |
| 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/10009761861