Can advertising elements improve consumer evaluations of brand extensions with a moderate or low fit?
Silke Bambauer-Sachse, Verena Hüttl and Heribert Gierl
| Year of publication: |
2011
|
|---|---|
| Authors: | Bambauer-Sachse, Silke ; Hüttl-Maack, Verena ; Gierl, Heribert |
| Published in: |
Psychology & marketing. - Hoboken, NJ : Wiley Blackwell, ISSN 0742-6046, ZDB-ID 226933-8. - Vol. 28.2011, 2, p. 205-218
|
| Subject: | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Werbewirkung | Advertising effects | Deutschland | Germany |
| Extent: | graph. Darst. |
|---|---|
| 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/10008858089