Tastlé-Nestlé, Toogle-Google : the effects of similarity to familiar brand names in brand name innovation
Year of publication: |
September 28, 2015
|
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Authors: | Kronrod, Ann ; Lowrey, Tina M. |
Publisher: |
Paris : HEC |
Subject: | Markenführung | Brand management | Markenname | Brand name | Innovation | Konsumentenverhalten | Consumer behaviour | Experiment |
Extent: | 1 Online-Ressource (circa 36 Seiten) |
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Series: | HEC Paris research paper series. - Jouy-en-Josas, ZDB-ID 2394870-X. - Vol. no. MKG-2015-1121 |
Type of publication: | Book / Working Paper |
Type of publication (narrower categories): | Arbeitspapier ; Working Paper ; Graue Literatur ; Non-commercial literature |
Language: | English |
Source: | ECONIS - Online Catalogue of the ZBW |
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