Putting brands in their place : how a lack of control keeps brands contained
Keisha M. Cutright, James R. Bettman, and Gavan J. Fitzsimons
| Year of publication: |
2013
|
|---|---|
| Authors: | Cutright, Keisha M. ; Bettman, James R. ; Fitzsimons, Gavan J. |
| Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 50.2013, 3, p. 365-377
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| Subject: | branding | brand extensions | structure | control | boundaries | Markenführung | Brand management | Markenartikel | Brand | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour | 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/10009755694