Brand extension : using parent brand personality as leverage
Angelina Nhat Hanh Le and Julian Ming Sung Cheng; Yueh Hua Lee; Megha Jain
| Year of publication: |
2012
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|---|---|
| Authors: | Le, Angelina Nhat Hanh ; Cheng, Julian Ming Sung ; Lee, Yueh Hua ; Jain, Megha |
| Published in: |
Asia Pacific journal of marketing and logistics. - Bingley : Emerald Group Publishing Limited, ISSN 1355-5855, ZDB-ID 1174740-7. - Vol. 24.2012, 4, p. 599-618
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| Subject: | Markentransfer | Brand extension | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009659854