Re-thinking brand extension theory : parents, siblings and off-spring or landlords and tenants?
Anne-Marie Hede, Finola Kerrigan, Maree Thyne
| Year of publication: |
2023
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|---|---|
| Authors: | Hede, Anne-Marie ; Kerrigan, Finola ; Thyne, Maree |
| Published in: |
Marketing theory. - Thousand Oaks, Calif. [u.a.] : Sage, ISSN 1741-301X, ZDB-ID 2072860-8. - Vol. 23.2023, 2, p. 249-265
|
| Subject: | books | Brand extensions | film | liquid modernity | literary film adaptations | marketing metaphors | Filmwirtschaft | Film industry | Markentransfer | Brand extension | Markenführung | Brand management |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/14705931221116404 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014293961