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~language:"eng"
~person:"Backhaus, Christof"
~subject:"Konsumentenverhalten"
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Konsumentenverhalten
Brand
2
Brand extension
2
Consumer behaviour
2
Luxury goods
2
Luxusgüter
2
Markenartikel
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Backhaus, Christof
Boisvert, Jean
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Marketing : ZFP ; journal of research and management
1
Psychology & marketing
1
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ECONIS (ZBW)
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Value creation for luxury brands through brand extensions : an investigation of forward and reciprocal effects
Albrecht, Carmen-Maria
;
Backhaus, Christof
;
Gurzki, Hannes
- In:
Marketing : ZFP ; journal of research and management
35
(
2013
)
2
,
pp. 91-102
Persistent link: https://www.econbiz.de/10009750440
Saved in:
2
Drivers of brand extension success : what really matters for luxury brands
Albrecht, Carmen-Maria
;
Backhaus, Christof
;
Gurzki, Hannes
- In:
Psychology & marketing
30
(
2013
)
8
,
pp. 647-659
Persistent link: https://www.econbiz.de/10009786050
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