Sophisticated but confused : the impact of brand extension and motivation on source confusion
Eric D. DeRosia; Thomas R. Lee; Glenn L. Christensen
| Year of publication: |
2011
|
|---|---|
| Authors: | DeRosia, Eric David ; Lee, Thomas R. ; Christensen, Glenn L. |
| Published in: |
Psychology & marketing. - Hoboken, NJ : Wiley Blackwell, ISSN 0742-6046, ZDB-ID 226933-8. - Vol. 28.2011, 5, p. 457-478
|
| Subject: | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour | Wahrnehmung | Perception | Markenführung | Brand management |
| Extent: | Ill., 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/10009012661