Leveraging a brand through brand extension : a review of two decades of research
Year of publication: |
2010
|
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Authors: | Loken, Barbara ; Joiner, Christopher ; Houston, Michael J. |
Published in: |
Brands and brand management : contemporary research perspectives. - New York, NY [u.a.] : Routledge, ISBN 978-1-84169-759-8. - 2010, p. 11-41
|
Subject: | Markenartikel | Brand | Markentransfer | Brand extension | Markenführung | Brand management | Internationales Marketing | International marketing | Erfolgsfaktor | Success factor |
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