A model of brand architecture choice : a house of brands vs. a branded house
Jungju Yu
| Year of publication: |
2021
|
|---|---|
| Authors: | Yu, Jungju |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 40.2021, 1, p. 147-167
|
| Subject: | umbrella brands | market relatedness | house of brands | branded house | firm reputation | CRM | Markenführung | Brand management | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Firmenimage | Corporate reputation | Beziehungsmarketing | Relationship marketing | Markenarchitektur | Brand architecture | Wohnungsmarkt | Housing market |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2020.1245 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012493749