The effects of sub-brands and brand name structure on extension evaluation : an empirical study based on Chinese culture
Tong Chen; Ke Ma; Chundong Zheng; Han Wang
| Year of publication: |
2015
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|---|---|
| Authors: | Chen, Tong ; Ma, Ke ; Zheng, Chundong ; Wang, Han |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 22.2015, 8, p. 695-713
|
| Subject: | sub-brand | brand extension | symbolic semantic name | functional semantic name | extension evaluation | Markentransfer | Brand extension | Markenartikel | Brand | China | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenführung | Brand management | Semantisches Web | Semantic web |
| 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/10011399863