The effect of new product preannouncements on the evaluation of other brand products
Year of publication: |
May 2016
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Authors: | Thorbjørnsen, Helge ; Dahlén, Micael ; Lee, Yih Hwai |
Published in: |
The journal of product innovation management : an international publication of the Product Development & Management Association. - Oxford : Blackwell Publishing, ISSN 0737-6782, ZDB-ID 722136-8. - Vol. 33.2016, 3, p. 342-355
|
Subject: | Markteintritt | Market entry | Ankündigungseffekt | Announcement effect | Markentransfer | Brand extension | Digitale Medien | Digital media |
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