Brand counter-extensions for fight-back and appeal strategies
Year of publication: |
2013
|
---|---|
Authors: | Chang, Kuei-Feng ; Yang, Hao-Wei |
Published in: |
Management decision : MD. - Bingley : Emerald Publishing Limited, ISSN 0025-1747, ZDB-ID 411946-0. - Vol. 51.2013, 4, p. 839-853
|
Subject: | Markentransfer | Brand extension | Markenführung | Brand management | Marketingmanagement | Marketing management | Wettbewerbsstrategie | Competitive strategy |
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