New brands versus brand extensions, attitudes versus choice : experimental evidence for theory and practice
Michael S. McCarthy, Timothy B. Heath and Sandra J. Milberg
| Year of publication: |
2010
|
|---|---|
| Authors: | McCarthy, Michael S. ; Heath, Timothy B. ; Milberg, Sandra J. |
| Published in: |
Brand management ; Vol. 3. - Los Angeles [u.a.] : SAGE, ISBN 1-84860-208-1. - 2010, p. 345-360
|
| Subject: | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour | Experiment | Markenartikel | Brand | Markenführung | Brand management | Theorie | Theory |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Reprint ; Aufsatz im Buch ; Book section |
| Language: | English |
| Notes: | Aus: Marketing letters ; 12 (2001), 1, pp. 75 - 90 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003924423