The effects of a different category context on target brand evaluations
Year of publication: |
2008
|
---|---|
Authors: | Nam, Myungwoo ; Sternthal, Brian |
Published in: |
Journal of consumer research : JCR ; an interdisciplinary bimonthly. - Oxford : Oxford University Press, ISSN 0093-5301, ZDB-ID 188686-1. - Vol. 35.2008/09, 4, p. 668-679
|
Subject: | Markenführung | Brand management | Zielgruppe | Target group | Category Management | Category management |
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