Extend to online or offline? : the effects of web-brand extension mode, similarity, and brand concept on consumer evaluation
Year of publication: |
2013
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Authors: | Jin, Liyin ; Zou, Deqiang |
Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 29.2013, 7/8, p. 755-771
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Subject: | web-brand extension | extension to similarity | web-brand concept extension mode | consumer evaluation | Konsumentenverhalten | Consumer behaviour | Markentransfer | Brand extension | Markenimage | Brand image |
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