Is the new product yours or mine? : a linguistic perspective on composite brand extensions
Meng-Chun Tsai, Yung-Chien Lou, Lien-Ti Bei, and Kent B. Monroe
| Year of publication: |
2011
|
|---|---|
| Authors: | Tsai, Meng-chun ; Lou, Yung-chien ; Bei, Lien-ti ; Monroe, Kent B. |
| Published in: |
MSI reports : working paper series. - Cambridge, Mass. : [Verlag nicht ermittelbar], ISSN 1545-505X, ZDB-ID 2127174-4. - 2011, 2, p. 141-188
|
| Subject: | Brand alliance strategy | Markenführung | Brand management | Strategische Allianz | Strategic alliance | Linguistik | Linguistics |
| 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/10009726048