A mediation analysis on the potential determinants of brand extension success
Nithya Murugan and Jayanth Jacob
| Year of publication: |
2017
|
|---|---|
| Authors: | Murugan, Nithya ; Jacob, Jayanth |
| Published in: |
International journal of business innovation and research. - Genève [u.a.] : Inderscience, ISSN 1751-0252, ZDB-ID 2271131-4. - Vol. 14.2017, 4, p. 502-518
|
| Subject: | brand extension | perceived fit | adverting effort | distribution support | India | Markentransfer | Brand extension | Indien | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image |
| 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/10011863346