Brand extension similarity can backfire when you look for something specific
Radu Dimitriu, Luk Warlop and Bendik Meling Samuelsen
| Year of publication: |
2017
|
|---|---|
| Authors: | Dimitriu, Radu ; Warlop, Luk ; Samuelsen, Bendik Meling |
| Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 51.2017, 5/6, p. 850-868
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| Subject: | Perception | Brand extension | Positioning | Specific attribute performance | Markentransfer | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Wahrnehmung |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-09-2015-0662 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011708355