Comparing consumer evaluations of services-to-services brand extensions with services-to-goods
Year of publication: |
2017
|
---|---|
Authors: | Ramanathan, Jayasankar ; Velayudhan, Sanal Kumar |
Published in: |
Marketing intelligence & planning. - Bingley : Emerald Group Publishing Limited, ISSN 0263-4503, ZDB-ID 83207-8. - Vol. 35.2017, 7, p. 877-891
|
Subject: | Consumer attitudes | Brand extensions | Consumer goods | Consumer services | Konsumentenverhalten | Consumer behaviour | Markentransfer | Brand extension | Markenführung | Brand management | Markenimage | Brand image |
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