Consumer innovativeness and the use of new versus extended brand names for new products
Year of publication: |
2010
|
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Authors: | Klink, Richard R. ; Athaide, Gerard A. |
Published in: |
The journal of product innovation management : an international publication of the Product Development & Management Association. - Oxford : Blackwell Publishing, ISSN 0737-6782, ZDB-ID 722136-8. - Vol. 27.2010, 1, p. 23-32
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Subject: | Produktentwicklung | New product development | Markentransfer | Brand extension | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour |
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