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Search: subject:"Peripheral brand associations"
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Why negative brand extension evaluations do not always negatively affect the brand: The role of central and
peripheral
brand
associations
Michel, Géraldine
;
Donthu, Naveen
- In:
Journal of Business Research
67
(
2014
)
12
,
pp. 2611-2619
) and
peripheral
brand
associations
(PBAs). Study 1 shows that the consistency with CBAs and PBAs influences perceived brand …
Persistent link: https://www.econbiz.de/10010931209
Saved in:
2
Why negative brand extension evaluations do not always negatively affect the brand : the role of central and
peripheral
brand
associations
Michel, Géraldine
;
Donthu, Naveen
- In:
Journal of business research : JBR
67
(
2014
)
12
,
pp. 2611-2619
Persistent link: https://www.econbiz.de/10010483031
Saved in:
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