The interplay of innovation, brand, and marketing mix variables in line extensions
Ian Clark S. Sinapuelas; Hui-Ming Deanna Wang; Jonathan D. Bohlmann
| Year of publication: |
2015
|
|---|---|
| Authors: | Sinapuelas, Ian Clark S. ; Wang, Hui-Ming Deanna ; Bohlmann, Jonathan D. |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 43.2015, 5, p. 558-573
|
| Subject: | Line extensions | Innovation | New product adoption | Innovative products | Marketing mix variables | Marketingmanagement | Marketing management | Produktentwicklung | New product development | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Innovationsdiffusion | Innovation diffusion |
| 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/10011340284