Putting brands in their place : how a lack of control keeps brands contained
Year of publication: |
2013
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Authors: | Cutright, Keisha M. ; Bettman, James R. ; Fitzsimons, Gavan J. |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 50.2013, 3, p. 365-377
|
Subject: | branding | brand extensions | structure | control | boundaries | Markenführung | Brand management | Markenartikel | Brand | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour |
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