More than fit : brand extension authenticity
Year of publication: |
2012
|
---|---|
Authors: | Spiggle, Susan ; Nguyen, Hang T. ; Caravella, Mary |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 49.2012, 6, p. 967-983
|
Subject: | Markenführung | Brand management | Persönlichkeitspsychologie | Personality psychology | Beziehungsmarketing | Relationship marketing |
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