How best to advertise low-fit brand extensions : a construal level theory perspective
Muhammad Rashid Saeed, Richard Lee, Larry Lockshin, Steven Bellman, Song Yang and Justin Cohen
| Year of publication: |
2024
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|---|---|
| Authors: | Saeed, Muhammad Rashid ; Lee, Richard ; Lockshin, Lawrence S. ; Bellman, Steven ; Yang, Song ; Cohen, Justin |
| Published in: |
Journal of consumer marketing. - Bradford : Emerald, ISSN 2052-1200, ZDB-ID 2032361-X. - Vol. 41.2024, 1, p. 94-109
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| Subject: | Advertising appeals | Brand extension | Brand image | Construal level theory | Markentransfer | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Markenimage | Werbewirkung | Advertising effects |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JCM-02-2023-5839 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014471245