The effects of brand name structure on brand extension evaluations and parent brand dilution
Sanjay Sood and Kevin Lane Keller
| Year of publication: |
2012
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|---|---|
| Authors: | Sood, Sanjay ; Keller, Kevin Lane |
| Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 49.2012, 3, p. 373-382
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| Subject: | Markenimage | Brand image | Markentransfer | Brand extension | Bewertung | Evaluation | Konsumentenverhalten | Consumer behaviour | Kognition | Cognition |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009563641