How do line extensions impact brand sales? : the role of feature similarity and brand architecture
Burcu Sezen, Koen Pauwels, Berk Ataman
| Year of publication: |
2024
|
|---|---|
| Authors: | Sezen, Burcu ; Pauwels, Koen ; Ataman, Berk |
| Subject: | Brand architecture | Branding | Cannibalization | Categorization theory | Line extensions | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markentransfer | Brand extension | Markenartikel | Brand | Markenarchitektur |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41270-023-00265-z [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015138090