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 2416804X. - Vol. 10.2013, 4, p. 456-469
|
| Subject: | Markenpolitik | Markentransfer | Konsumentenverhalten | Werbewirkung | Konsumgütermarketing | Internationales Marketing | Standardisierung | Strukturgleichungsmodell | Deutschland |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Language: | English |
| Source: |
Persistent link: https://www.econbiz.de/10010184610