Strategic benefits of low fit brand extensions : when and why?
Year of publication: |
October 2015
|
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Authors: | Chun, HaeEun Helen ; Park, C. Whan ; Eisingerich, Andreas B ; MacInnis, Deborah J. |
Published in: |
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology. - Hoboken, NJ : Wiley, ISSN 1057-7408, ZDB-ID 1109529-5. - Vol. 25.2015, 4, p. 577-595
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Subject: | Brand extensions | Spillover effects | Brand management | Brand schema | Brand associations | Markenführung | Markentransfer | Brand extension | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Spillover-Effekt | Spillover effect | Markenimage | Brand image |
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