The effects of product fit and brand fit on memory retention for brand alliances : when less is more : evidence from Chinese firms
Andrew T. Norman (Drake University)
| Year of publication: |
2016
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|---|---|
| Authors: | Norman, Andrew T. |
| Published in: |
International journal of management and marketing research : IJMMR. - Hilo, Hawaii : IBFR, ISSN 1933-3153, ZDB-ID 2536557-5. - Vol. 9.2016, 1, p. 13-28
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| Subject: | Brand Alliances | Brand Promotion | Consumer Behavior | Memory Effects | Brand Identity | Brand Management | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | China |
| 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/10011551967