What makes brands elastic? : the influence of brand concept and styles of thinking on brand extension evaluation
Year of publication: |
2010
|
---|---|
Authors: | Monga, Alokparna Basu ; John, Deborah Roedder |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 74.2010, 3, p. 80-92
|
Subject: | Markentransfer | Brand extension | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Kulturelle Identität | Cultural identity |
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