Effect of brand extension strategies on brand image : A comparative study of the UK and Spanish markets
Year of publication: |
2008
|
---|---|
Authors: | Martinez, Eva ; Polo, Yolanda ; de Chernatony, Leslie |
Published in: |
International Marketing Review. - Emerald Group Publishing Limited, ISSN 1758-6763, ZDB-ID 2032066-8. - Vol. 25.2008, 1, p. 107-137
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Brand image | Brand extensions | International marketing | Consumer behaviour | United Kingdom | Spain |
-
Marketing strategy decisions for brand extension success
Athanasopoulou, Pinelopi, (2015)
-
Consumer responses to brand extensions: a comprehensive model
Martínez, Eva, (2010)
-
Kan, Gongjian, (2014)
- More ...
-
Martinez, Eva, (2008)
-
The acceptance and diffusion of new consumer durables: differences between first and last adopters
Martinez, Eva, (1998)
-
Remuneration Policies in the Marketing Area: Behavioural vs Performance Measures
Fuentelsaz, Lucio, (2000)
- More ...