The malleable brand : the role of implicit theories in evaluating brand extensions
Eric A. Yorkston; Joseph C. Nunes; Shashi Matta
| Year of publication: |
2010
|
|---|---|
| Authors: | Yorkston, Eric A. ; Nunes, Joseph C. ; Matta, Shashi |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 74.2010, 1, p. 80-93
|
| Subject: | Markentransfer | Brand extension | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Persönlichkeitspsychologie | Personality psychology | Theorie | Theory |
| Extent: | Ill., 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/10003940586