How risky are brand licensing strategies in view of customer perceptions and reactions?
Klaus-Peter Wiedmann; Dirk Ludewig
| Year of publication: |
2008
|
|---|---|
| Authors: | Wiedmann, Klaus-Peter ; Ludewig, Dirk |
| Published in: |
Journal of general management. - London : Sage Publications, ISSN 0306-3070, ZDB-ID 188363-X. - Vol. 33.2007/08, 3, p. 31-52
|
| Subject: | Markenartikel | Brand | Markentransfer | Brand extension | Lizenz | Licence | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | OECD-Staaten | OECD countries |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal ; Fallstudie ; Case study |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003717472