Is similarity a constraint for service-to-service brand extensions?
Year of publication: |
2022
|
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Authors: | Dimitriu, Radu ; Warlop, Luk |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 39.2022, 4, p. 1019-1041
|
Subject: | Brand extensions | Service associations | Service brands | Product brands | Service quality | Fit | Markenführung | Brand management | Markentransfer | Brand extension | Dienstleistungsqualität | Konsumentenverhalten | Consumer behaviour | Dienstleistungsmarketing | Services marketing |
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