Managing negative feedback effects associated with brand extensions : the impact of alternative branding strategies
Sandra J. Milberg, C. Whan Park and Michael S. McCarthy
| Year of publication: |
2010
|
|---|---|
| Authors: | Milberg, Sandra J. ; Park, C. Whan ; McCarthy, Michael S. |
| Published in: |
Brand management ; Vol. 3. - Los Angeles [u.a.] : SAGE, ISBN 1-84860-208-1. - 2010, p. 221-241
|
| Subject: | Markenführung | Brand management | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Reprint ; Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003924414