Consumer evaluation of brand extension for global and local brands : the moderating role of product similarity
Plavini Punyatoya
| Year of publication: |
2013
|
|---|---|
| Authors: | Punyatoya, Plavini |
| Published in: |
Journal of international consumer marketing. - Philadelphia, Pa. : Taylor & Francis Group, ISSN 0896-1530, ZDB-ID 1080285-X. - Vol. 25.2013, 3, p. 198-215
|
| Subject: | Brand extension | global brand | local brand | product similarity | perceived brand globalness | India | Markenführung | Brand management | Markentransfer | Konsumentenverhalten | Consumer behaviour | Indien | Markenimage | Brand image | Internationales Marketing | International marketing | Markenartikel | Brand | Marketingmanagement | Marketing management |
| 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/10009761420