Communication strategies for brand extensions : enhancing perceived fit by establishing explanatory links
Year of publication: |
2010
|
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Authors: | Bridges, Sheri ; Keller, Kevin Lane ; Sood, Sanjay |
Published in: |
Brand management ; Vol. 3. - Los Angeles [u.a.] : SAGE, ISBN 1-84860-208-1. - 2010, p. 361-378
|
Subject: | Markentransfer | Brand extension | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour |
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