Drivers of brand extension success : what really matters for luxury brands
Year of publication: |
2013
|
---|---|
Authors: | Albrecht, Carmen-Maria ; Backhaus, Christof ; Gurzki, Hannes ; Woisetschläger, David |
Published in: |
Psychology & marketing. - Hoboken, NJ : Wiley Blackwell, ISSN 0742-6046, ZDB-ID 226933-8. - Vol. 30.2013, 8, p. 647-659
|
Subject: | Markentransfer | Brand extension | Erfolgsfaktor | Success factor | Markenartikel | Brand | Luxusgüter | Luxury goods | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Online-Befragung | Web survey |
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