Understanding cultural differences in brand extension evaluation : the influence of analytic versus holistic thinking
Alokparna Basu Monga and Deborah Roedder John
| Year of publication: |
2009
|
|---|---|
| Authors: | Monga, Alokparna Basu ; John, Deborah Roedder |
| Published in: |
Handbook of brand relationships. - Armonk, NY [u.a.] : Sharpe, ISBN 978-0-7656-2357-7. - 2009, p. 247-266
|
| Subject: | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour | Internationales Marketing | International marketing | Kulturelle Identität | Cultural identity |
| 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/10003915618