Consumer response to brand renaming as part of an international standardisation strategy
Petra Ringeisen and Reinhard Hünerberg
| Year of publication: |
2013
|
|---|---|
| Authors: | Ringeisen, Petra ; Hünerberg, Reinhard |
| Published in: |
International journal of business and globalisation : IJBG. - Genève [u.a.] : Inderscience Enterprises, ISSN 1753-3627, ZDB-ID 2416804-X. - Vol. 10.2013, 4, p. 456-469
|
| Subject: | Markenführung | Brand management | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Konsumgütermarketing | Consumer goods marketing | Internationales Marketing | International marketing | Standardisierung | Standardization | Strukturgleichungsmodell | Structural equation model | Deutschland | Germany |
| 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/10009783163