Only the ugly face? : a theoretical model of brand dilution
Emanuele Bacchiega, Mariachiara Colucci, Vincenzo Denicolò, Marco Magnani
| Year of publication: |
2024
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|---|---|
| Authors: | Bacchiega, Emanuele ; Colucci, Mariachiara ; Denicolò, Vincenzo ; Magnani, Marco |
| Published in: |
Management science : journal of the Institute for Operations Research and the Management Sciences. - Hanover, Md. : INFORMS, ISSN 1526-5501, ZDB-ID 2023019-9. - Vol. 70.2024, 5, p. 3182-3199
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| Subject: | brand extension | brand licensing | moral hazard | reciprocal effect | Markenführung | Brand management | Markentransfer | Brand extension | Moral Hazard | Moral hazard | Theorie | Theory | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Lizenz | Licence |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mnsc.2022.00852 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014551119