Brand extensions in the platform countries of Asia : effects of fit, order of market entry and involvement
Year of publication: |
2013
|
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Authors: | Huber, Frank ; Lenzen, Johann Michael ; Meyer, Frederik ; Weihrauch, Andrea |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 20.2012/13, 5, p. 424-443
|
Subject: | Markentransfer | Brand extension | Internationaler Markteintritt | International market entry | Konsumgüterindustrie | Consumer goods industry | Westlich | Western | Hongkong | Hong Kong |
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