Dimensions of brand-extension fit
Year of publication: |
2022
|
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Authors: | Deng, Qian ; Messinger, Paul R. |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 39.2022, 3, p. 764-787
|
Subject: | Fit | Brand extensions | Product development | Scale development | Markentransfer | Brand extension | Markenführung | Brand management | Produktentwicklung | New product development | Markenimage | Brand image |
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