The asymmetric effects of extending brands to lower and higher quality
Timothy B. Heath, Devon DelVecchio, & Michael S. McCarthy
| Year of publication: |
2011
|
|---|---|
| Authors: | Heath, Timothy B. ; DelVecchio, Devon ; McCarthy, Michael S. |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 75.2011, 4, p. 3-20
|
| Subject: | Markentransfer | Brand extension | Markenimage | Brand image | USA | United States |
| 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/10009270917