From online to offline through brand extensions and alliances
Year of publication: |
2012
|
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Authors: | Bravo, Rafael ; Hem, Leif E. ; Pina, José M. |
Published in: |
International journal of e-business research : an official publication of the Information Resources Management Association. - Hershey, Pa. : IGI Global, ISSN 1548-1131, ZDB-ID 2201735-5. - Vol. 8.2012, 1, p. 17-34
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Subject: | Electronic Commerce | E-commerce | Markentransfer | Brand extension | Strategische Allianz | Strategic alliance | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
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