Reciprocal transfer of brand identity and image associations arising from higher education brand extensions
Ruizhi Yuan, Martin J. Liu, Jun Luo, Dorothy A. Yen
| Year of publication: |
August 2016
|
|---|---|
| Authors: | Yuan, Ruizhi ; Liu, Martin J. ; Luo, Jun ; Yen, Dorothy A. |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 69.2016, 8, p. 3069-3076
|
| Subject: | Brand identity | Brand image | Reciprocal effect | Higher education | Brand extension | Legitimacy | Markenimage | Markentransfer | Markenführung | Brand management | Hochschule | Higher education institution | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2016.01.022 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011507919