Investigating determinants of brand extension success in a fit and a non-fit scenario
Katharina Knoerzer and Jan Andre Millemann
| Year of publication: |
2021
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|---|---|
| Authors: | Knoerzer, Katharina ; Millemann, Jan Andre |
| Published in: |
International journal of technology marketing : IJTMkt. - Olney, Bucks : Inderscience Enterprises, ISSN 1741-8798, ZDB-ID 2421416-4. - Vol. 15.2021, 4, p. 379-398
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| Subject: | brand extension | brand success | brand extension fit | brand extension non-fit | adoption intention | structural equation modelling | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Strukturgleichungsmodell | Structural equation model | Erfolgsfaktor | Success factor | Markenartikel | Brand | Markenimage | Brand image |
Online Resource