The context (in)dependence of low-fit brand extensions
Pragya Mathur, Malika Malika, Nidhi Agrawal, and Durairaj Maheswaran
| Year of publication: |
2023
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|---|---|
| Authors: | Mathur, Pragya ; Malika, Malika ; Agrawal, Nidhi ; Maheswaran, Durairaj |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 87.2023, 1, p. 114-132
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| Subject: | advertising | brand equity | consumer cognitive psychology | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markentransfer | Brand extension | Markenführung | Brand management | Kognition | Cognition | Werbewirkung | Advertising effects | Werbung | Advertising | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/00222429221076840 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013474431