How life-role transitions shape consumer responses to brand extensions
Lei Su, Alokparna (Sonia) Basu Monga, and Yuwei Jiang
| Year of publication: |
2021
|
|---|---|
| Authors: | Su, Lei ; Monga, Alokparna Basu ; Jiang, Yuwei |
| Published in: |
Journal of marketing research. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7193, ZDB-ID 2066604-4. - Vol. 58.2021, 3, p. 579-594
|
| Subject: | brand extensions | dialectical thinking | life-role transition | self-concept ambiguity | Markentransfer | Brand extension | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Systemtransformation | Economic transition |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/0022243720986546 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012521455