Brand extension failure and parent brand penalty : the role of implicit theories
Year of publication: |
2024
|
---|---|
Authors: | Jain, Shailendra Pratap ; Mathur, Pragya ; Isaac, Mathew S. ; Mao, Huifang ; Maheswaran, Durairaj |
Published in: |
Journal of consumer psychology : JCP ; the official journal of the Society for Consumer Psychology. - Hoboken, NJ : Wiley, ISSN 1532-7663, ZDB-ID 2021876-X. - Vol. 34.2024, 1, p. 49-65
|
Subject: | brand cohesiveness | brand dilution | brand extensions | failure | implicit theory | Markentransfer | Brand extension | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand |
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