Predicting retail brand extension strategy success : a consumer based model
Year of publication: |
2014
|
---|---|
Authors: | Mitchell, Vincent-Wayne ; Edelman, Dan ; Chaudhury, Amita |
Published in: |
Journal of customer behaviour. - Helensburgh : Westburn, ISSN 1475-3928, ZDB-ID 2163005-7. - Vol. 13.2014, 2, p. 93-111
|
Subject: | Regression | Categorisation theory | Consumers | UK | New product development | Brand extensions | Concept testing | Markentransfer | Brand extension | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Produktentwicklung | Markenimage | Brand image |
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