Brand and category design consistency in brand extensions
Year of publication: |
2013
|
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Authors: | Goh, Yi Sheng ; Chattaraman, Veena ; Forsythe, Sandra |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 22.2013, 4, p. 272-285
|
Subject: | design consistency | perceived fit | brand strength | processing fluency | brand extensions | brands | consumer behaviour | Markenführung | Brand management | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
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