Reciprocal transfer effects for brand extensions of global or local origin: evidence from Norway
Year of publication: |
2011
|
---|---|
Authors: | Iversen, Nina M. ; Hem, Leif E. |
Published in: |
International Marketing Review. - Emerald Group Publishing Limited, ISSN 1758-6763, ZDB-ID 2032066-8. - Vol. 28.2011, 4, p. 365-411
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Brand extensions | Meaning transfer | Product origin | Brand origin | Brand globalness | Norway |
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