Brand extension strategies: perceived fit, brand type, and culture influences
Year of publication: |
2009
|
---|---|
Authors: | Buil, Isabel ; de Chernatony, Leslie ; Hem, Leif E. |
Published in: |
European Journal of Marketing. - Emerald Group Publishing Limited, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 43.2009, 11/12, p. 1300-1324
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Brand extensions | National cultures | Strategic planning | Brand image | Europe |
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