Consumer reactions to brand extensions in a competitive context : does fit still matter?
Sandra J. Milberg; Francisca Sinn; Ronald C. Goodstein
| Year of publication: |
2010
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|---|---|
| Authors: | Milberg, Sandra J. ; Sinn, Francisca ; Goodstein, Ronald Charles |
| Published in: |
Journal of consumer research : JCR ; an interdisciplinary bimonthly. - Oxford : Oxford University Press, ISSN 0093-5301, ZDB-ID 188686-1. - Vol. 37.2010/11, 3, p. 543-553
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| Subject: | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour | Marktforschung | Market research | Wettbewerbsstrategie | Competitive strategy |
| 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/10008662496