Order of entry and the moderating role of comparison brands in brand extension evaluation
Year of publication: |
2008
|
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Authors: | Oakley, James L. ; Duhachek, Adam ; Balachander, Subramanian ; Sriram, S. |
Published in: |
Journal of consumer research : JCR ; an interdisciplinary bimonthly. - Oxford : Oxford University Press, ISSN 0093-5301, ZDB-ID 188686-1. - Vol. 34.2007/08, 5, p. 706-712
|
Subject: | Markenführung | Brand management | Produktdifferenzierung | Product differentiation | Markteintritt | Market entry | Marketingtheorie | Marketing theory |
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