Adapting to succeed? : leveraging the brand equity of best sellers to succeed at the box office
Amit Joshi; Huifang Mao
| Year of publication: |
2012
|
|---|---|
| Authors: | Joshi, Amit ; Mao, Huifang |
| 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, 4, p. 558-571
|
| Subject: | Markenimage | Brand image | Markentransfer | Brand extension | Filmwirtschaft | Film industry |
| Extent: | Ill., graph. Darst. |
|---|---|
| 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/10009566395