Brand extensions in emerging markets : theory development and testing in China
Year of publication: |
2009
|
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Authors: | Fu, Guoqun ; Saunders, John A. ; Qu, Riliang |
Published in: |
Journal of global marketing. - Philadelphia, Pa. : Taylor & Francis, ISSN 0891-1762, ZDB-ID 1034619-3. - Vol. 22.2009, 3, p. 217-228
|
Subject: | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour | Schwellenländer | Emerging economies | Theorie | Theory | China |
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