How co-branding versus brand extensions drive consumers' evaluations of new products : a brand equity approach
Ali Besharat
| Year of publication: |
2010
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|---|---|
| Authors: | Besharat, Ali |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 39.2010, 8, p. 1240-1249
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| Subject: | Markentransfer | Brand extension | Markenführung | Brand management | Produktentwicklung | New product development | Konsumentenverhalten | Consumer behaviour | Signalling |
| 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/10008807151