Predicting retail brand extension strategy success : a consumer based model
Vince Mitchell; Dan Edelman; Dan Edelman
| Year of publication: |
2014
|
|---|---|
| Authors: | Mitchell, Vincent-Wayne ; Edelman, Dan ; Chaudhury, Amita |
| Published in: |
Journal of customer behaviour. - Helensburgh : Westburn, ISSN 1475-3928, ZDB-ID 2163005-7. - Vol. 13.2014, 2, p. 93-111
|
| Subject: | Regression | Categorisation theory | Consumers | UK | New product development | Brand extensions | Concept testing | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour | Produktentwicklung | Markenführung | Brand management | Markenimage | Brand image |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010415668