Affect transfer in brand extensions : the role of expectancy and relevancy
Xin Liu; Michael Y. Hu and Pamela E. Grimm
Year of publication: |
2010
|
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Authors: | Liu, Xin ; Hu, Michael Y. ; Grimm, Pamela E. |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 19.2010, 5, p. 317-326
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Subject: | Markentransfer | Brand extension | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour |
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