Extending downward is not always bad : perent brand evaluations after brand extension to higher and lower price and quality levels
Daniela Maria Goetz; Martin Fassnacht; Katia Rumpf
| Year of publication: |
2014
|
|---|---|
| Authors: | Goetz, Daniela Maria ; Faßnacht, Martin ; Rumpf, Katia |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 21.2014, 4, p. 303-324
|
| Subject: | light brands | brand performance measures | loyalty | polarisation indes | diüöocatopm of purchase law | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Markentransfer | Brand extension | Markenartikel | Brand | Produktqualität | Product quality | Performance-Messung | Performance measurement |
| 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/10010362936