Parent-protecting advertising in product line extensions : role of communication strategy, message type and extension type
Year of publication: |
March 2018
|
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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 | Werbung | Advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Experiment | Fertigungsprogramm | Master production schedule |
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