Parent-protecting advertising in product line extensions : role of communication strategy, message type and extension type
Yi-Fen Liu and Chi-Cheng Wu
| Year of publication: |
March 2018
|
|---|---|
| Authors: | Liu, Yi-Fen ; Wu, Chi-Cheng |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 24.2018, 2, p. 169-189
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| Subject: | advertising | consumer evaluation | experimental study | product line extension | spillover effect | Werbewirkung | Advertising effects | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Markentransfer | Brand extension | Experiment | Spillover-Effekt | Spillover effect | Fertigungsprogramm | Master production schedule |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2015.1046392 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011852937