Box office collection of sequel movies : exploring brand extension effect
Prem Prakash Dewani, Mohit Malhan, Sameer Mathur
| Year of publication: |
2021
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|---|---|
| Authors: | Dewani, Prem Prakash ; Malhan, Mohit ; Mathur, Sameer |
| Published in: |
Journal for global business advancement : JGBA. - Olney, Bucks : Inderscience Enterprises, ISSN 1746-9678, ZDB-ID 2439433-6. - Vol. 14.2021, 3, p. 288-311
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| Subject: | brand | extension | movie | sequel | experiment | Bollywood | Markentransfer | Brand extension | Filmwirtschaft | Film industry | Film | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Kino | Movie theatre |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/JGBA.2021.116719 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012613981