What brand do I use for my new product? : the impact of new product branding decisions on firm value
Larisa Kovalenko, Alina Sorescu, Mark B. Houston
| Year of publication: |
2022
|
|---|---|
| Authors: | Kovalenko, Larisa ; Sorescu, Alina ; Houston, Mark B. |
| Subject: | New product introduction | Branding decisions | Brand extensions | Firm value | Tobin's Q | Event study | Markenführung | Brand management | Produktentwicklung | New product development | Markentransfer | Brand extension | Unternehmenswert | Ereignisstudie | Innovation | Marketingmanagement | Marketing management | Markenimage | Brand image | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-021-00817-8 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012819760