A cross-category and cross-country analysis of umbrella branding for national and store brands
Tülin Erdem; Sue Ryung Chang
| Year of publication: |
2012
|
|---|---|
| Authors: | Erdem, Tülin ; Chang, Sue Ryung |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 40.2012, 1, p. 86-101
|
| Subject: | Markenarchitektur | Brand architecture | Internationales Marketing | International marketing | Spillover-Effekt | Spillover effect | Nationalkultur | National culture | Markenimage | Brand image | USA | United States | Großbritannien | United Kingdom | Spanien | Spain |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009507840