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source:"econis"
~person:"Joshi, Richa"
~source:"econstor"
~subject:"Konsumentenverhalten"
~subject:"Sponsoring"
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Konsumentenverhalten
Sponsoring
Brand extension
3
Brand image
3
Brand management
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Consumer behaviour
3
Markenführung
3
Markenimage
3
Markentransfer
3
Brand
2
India
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Indien
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brand extension
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Brand Extension
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Brand equity
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Coca-Cola
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Feedback Effects
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Markenartikel
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Parent Brand Equity
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Reputation
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consumer innovativeness
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generation Y
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mediation
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Joshi, Richa
Boisvert, Jean
7
Keller, Kevin Lane
6
Phau, Ian
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Sattler, Henrik
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Völckner, Franziska
6
Milberg, Sandra J.
5
Monga, Alokparna Basu
4
Park, C. Whan
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Bei, Lien-ti
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3
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3
Dhar, Ravi
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Dwivedi, Abhishek
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Goodstein, Ronald Charles
3
Gürhan-Canli, Zeynep
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John, Deborah Roedder
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Kim, Kyeongheui
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Maheswaran, Durairaj
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Mathur, Pragya
3
Merrilees, Bill
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Ragel, Victoria Rosanna
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Ringeisen, Petra
3
Sharp, Byron
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Woisetschläger, David
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Yadav, Rajan
3
Aaker, David A.
2
Afzal, Sarwat
2
Albrecht, Carmen-Maria
2
Allman, Helena F.
2
Alvarez, Cecilia M. O.
2
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International journal of Indian culture and business management
1
Paradigm : the journal of Institute of Management Technology
1
Vision : the journal of business perspective
1
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ECONIS (ZBW)
EconStor
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The study of brand extension among generation Y in the Indian market
Joshi, Richa
;
Yadav, Rajan
- In:
International journal of Indian culture and business …
19
(
2019
)
3
,
pp. 339-353
Persistent link: https://www.econbiz.de/10012145973
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2
Exploring the mediating effect of parent brand reputation on brand equity
Joshi, Richa
;
Yadav, Rajan
- In:
Paradigm : the journal of Institute of Management Technology
22
(
2018
)
2
,
pp. 125-142
Persistent link: https://www.econbiz.de/10012161090
Saved in:
3
Evaluating the feedback effects of brand extension on parent brand equity : a study on Indian FMCG industry
Joshi, Richa
;
Yadav, Rajan
- In:
Vision : the journal of business perspective
21
(
2017
)
3
,
pp. 305-313
Persistent link: https://www.econbiz.de/10011833411
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