Consumer evaluation of brand extensions : comparing goods to goods brand extensions with goods to services
Year of publication: |
December 2015
|
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Authors: | Ramanathan, Jayasankar ; Velayudhan, Sanal Kumar |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 22.2015, 9, p. 778-801
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Subject: | brands | extensions | attitudes | goods | services | Konsumentenverhalten | Consumer behaviour | Markentransfer | Brand extension | Markenführung | Brand management |
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