Does umbrella branding really work? : investigating cross-category brand loyalty
Nadja Silberhorn, Yasemin Boztuğ, Lutz Hildebrandt
| Year of publication: |
April 2017
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| Authors: | Silberhorn, Nadja ; Boztuğ, Yasemin ; Hildebrandt, Lutz |
| Published in: |
Journal of business economics : JBE. - Berlin : Springer-Verlag GmbH Germany, ISSN 0044-2372, ZDB-ID 201074-4. - Vol. 87.2017, 3, p. 397-420
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| Subject: | Cross-category brand loyalty | Loyalty leverage index | Share of category requirement | Markentreue | Brand loyalty | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Konsumgüter | Consumer goods | Deutschland | Germany | Schätzung | Estimation | Markentransfer | Brand extension | Markenartikel | Brand | Markenführung | Brand management |
| Type of publication: | Article |
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| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11573-016-0840-6 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011707353