Value creation for luxury brands through brand extensions : an investigation of forward and reciprocal effects
by Carmen-Maria Albrecht, Christof Backhaus, Hannes Gurzki and David M. Woisetschläger
| Year of publication: |
2013
|
|---|---|
| Authors: | Albrecht, Carmen-Maria ; Backhaus, Christof ; Gurzki, Hannes ; Woisetschläger, David |
| Published in: |
Marketing : ZFP ; journal of research and management. - München : Beck, ISSN 0344-1369, ZDB-ID 717348-9. - Vol. 35.2013, 2, p. 91-102
|
| Subject: | Markentransfer | Brand extension | Markenartikel | Brand | Luxusgüter | Luxury goods | Markenwert | Brand equity | Konsumentenverhalten | Consumer behaviour |
| 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/10009750440