The authenticity of brand extensions : a complementary construct to fit
Susan Spiggle; Hang Thu Nguyen; Mary Caravella
| Year of publication: |
2011
|
|---|---|
| Authors: | Spiggle, Susan ; Nguyen, Hang T. ; Caravella, Mary |
| Published in: |
Enhancing knowledge development in marketing ; Vol. 21. - Red Hook, NY : Curran Associates, ISBN 978-1-61782-253-7. - 2011, p. 240-247
|
| Subject: | Markentransfer | Brand extension | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Glaubwürdigkeit | Credibility | Bauwirtschaft | Construction industry |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010191065