Evaluation of brand extensions : the role of product feature similarity and brand concept consistency
C. Whan Park, Sandra Milberg and Robert Lawson
| Year of publication: |
2010
|
|---|---|
| Authors: | Park, C. Whan ; Milberg, Sandra ; Lawson, Robert |
| Published in: |
Brand management ; Vol. 3. - Los Angeles [u.a.] : SAGE, ISBN 1-84860-208-1. - 2010, p. 205-220
|
| Subject: | Konsumentenverhalten | Consumer behaviour | Markentransfer | Brand extension | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Marketingmanagement | Marketing management |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Reprint ; Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003924413