Can followers overcome pioneers? : the role of superior alignable differences in consumer evaluation of brand extensions
Beichen Liang; Joseph Cherian; Wei Fu
| Year of publication: |
2010
|
|---|---|
| Authors: | Liang, Beichen ; Cherian, Joseph ; Fu, Wei |
| Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 19.2010, 2, p. 85-93
|
| Subject: | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour | Vertrauen | Confidence | Convenience Food | Convenience food | USA | United States |
| 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/10003993615