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Consumer evaluation of brand extensions : comparing goods to goods brand extensions with goods to services
Ramanathan, Jayasankar
;
Velayudhan, Sanal Kumar
- In:
The journal of brand management : an international journal
22
(
2015
)
9
,
pp. 778-801
Persistent link: https://www.econbiz.de/10011438546
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Comparing consumer evaluations of services-to-services brand extensions with services-to-goods
Ramanathan, Jayasankar
;
Velayudhan, Sanal Kumar
- In:
Marketing intelligence & planning
35
(
2017
)
7
,
pp. 877-891
Persistent link: https://www.econbiz.de/10011798060
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