Ineffective brand extensions and the Sisyphus Effect
Year of publication: |
2015
|
---|---|
Authors: | Zheng, Chundong ; Ma, Ke ; Duan, Qi ; Wang, Han |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 24.2015, 2, p. 165-171
|
Subject: | Decision making | Brand extension | Maximizer | Satisfier | Sisyphus Effect | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Entscheidung | Decision | USA | United States | Theorie | Theory | Markenführung | Brand management | Markentransfer |
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