Brand personality as a direct cause of brand extension success: does self-monitoring matter?
Year of publication: |
2016
|
---|---|
Authors: | Ferguson, Graham ; Lau, Kong Cheen ; Phau, Ian |
Published in: |
Journal of Consumer Marketing. - Emerald Group Publishing Limited, ISSN 2052-1200, ZDB-ID 2032361-X. - Vol. 33.2016, 5, p. 343-353
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Brand personality | Affect | Brand extension | Perceptual fit | Self-monitoring |
-
Brand personality as a direct cause of brand extension success : does self-monitoring matter?
Ferguson, Graham, (2016)
-
Kunze, Mark, (2012)
-
Rückwirkungen von Markentransfers auf die Muttermarke : Messmethoden und empirische Befunde
Kaufmann, Gwen, (2006)
- More ...
-
Brand personality as a direct cause of brand extension success : does self-monitoring matter?
Ferguson, Graham, (2016)
-
Impact of gender on perceptual fit evaluation for prestige brands
Lau, Kong Cheen, (2010)
-
Lau, Kong Cheen, (2007)
- More ...