Brand expertise and perceived consistency reversals on vertical line extensions : the moderating role of extension direction
Year of publication: |
January 2017
|
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Authors: | Pontes, Nicolas ; Palmeira, Mauricio ; Jevons, Colin |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 34.2017, p. 209-218
|
Subject: | Line extensions | Vertical extensions | Price perception | Perceived consistency | Fit | Brand expertise | Financial risk | Performance risk | Markentransfer | Brand extension | Markenführung | Brand management | Wahrnehmung | Perception | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Risiko | Risk |
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