The impact of customer-company identification on consumer reactions to new corporate initiatives : the case of brand extensions
Year of publication: |
2013
|
---|---|
Authors: | Ashraf, Rohail ; Merunka, Dwight |
Published in: |
Marketing intelligence & planning. - Bingley : Emerald Group Publishing Limited, ISSN 0263-4503, ZDB-ID 83207-8. - Vol. 31.2013, 5, p. 489-507
|
Subject: | Customer-company identification | Commitment | In-group formation | Brand extensions | Consumers | Konsumentenverhalten | Consumer behaviour | Markentransfer | Brand extension | Markenführung | Brand management |
-
Predicting retail brand extension strategy success : a consumer based model
Mitchell, Vincent-Wayne, (2014)
-
Brand and category design consistency in brand extensions
Goh, Yi Sheng, (2013)
-
Desingning and implementing brand architecture strategies
Keller, Kevin Lane, (2014)
- More ...
-
Consumer involvement with corporate ads vs product ads: a cross-national study
Ashraf, Rohail, (2019)
-
The use and misuse of student samples : an empirical investigation of European marketing research
Ashraf, Rohail, (2017)
-
Ashraf, Rohail, (2013)
- More ...