Modelling consumer evaluation of brand extensions : empirical evidence from India
Harleen Kaur; Ajay Pandit
| Year of publication: |
2015
|
|---|---|
| Authors: | Kaur, Harleen ; Pandit, Ajay |
| Published in: |
Vision : the journal of business perspective. - Gurgaon, ISSN 0972-2629, ZDB-ID 2436323-6. - Vol. 19.2015, 1, p. 37-48
|
| Subject: | Brand Extension | Hierarchical Regression | Residual Centring | Brand Advertisement | Trust | Perceived Fit | Quality | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Indien | India | Markenimage | Brand image | Werbewirkung | Advertising effects | Vertrauen | Confidence | Werbung | Advertising |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011343474