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~subject:"Evaluation"
~subject:"Brand architecture"
~isPartOf:"Journal of marketing management : MM"
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Evaluation
Brand architecture
Brand extension
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Markentransfer
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Brand image
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brand extension
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double jeopardy
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extension to similarity
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fit
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Journal of marketing management : MM
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Brand management ; Vol. 3
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Industrial marketing management : the international journal for industrial and high-tech firms
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Marketing letters : a journal of research in marketing
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Sport marketing quarterly : preferred journal of the Sport Marketing Association
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Kellogg on branding : the marketing faculty of the Kellogg School of Management
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Revealing the corporation : perspectives on identity, image, reputation, corporate branding, and corporate-level marketing ; an anthology
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The Routledge companion to contemporary brand management
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Call back the jury : reinvestigating the effects of fit and parent brand quality in determining brand extension success
Milberg, Sandra J.
;
Goodstein, Ronald Charles
;
Sinn, …
- In:
Journal of marketing management : MM
29
(
2013
)
3/4
,
pp. 374-390
Persistent link: https://www.econbiz.de/10009761861
Saved in:
2
Consumer attitude towards brand-extension incongruity : the moderating role of need for cognition and need for change
Srivastava, Kavita
;
Sharma, Narendra K.
- In:
Journal of marketing management : MM
28
(
2012
)
5/6
,
pp. 652-675
Persistent link: https://www.econbiz.de/10009558871
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