Exploring ethnic consumer response to crossover brand extensions
Alexandra Aguirre-Rodriguez; Adriana Bóveda-Lambie; Detra Y. Montoya
| Year of publication: |
2014
|
|---|---|
| Authors: | Aguirre-Rodriguez, Alexandra ; Bóveda-Lambie, Adriana ; Montoya, Detra Y. |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 67.2014, 4, p. 457-463
|
| Subject: | Brand extensions | Ethnic crossovers | Cultural identity | Ethnic consumers | Hispanic consumers | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour | Ethnische Gruppe | Ethnic group | Kulturelle Identität | Hispano-Amerikaner | Hispanics | Markenführung | Brand management | Zielgruppe | Target group | Markenimage | Brand image | Interkulturelles Marketing | Cross-cultural marketing |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010362110