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Which category to extend to : product or service?

Arslan, F. Müge; Altuna, Oylum Korkut - In: The journal of brand management : an international journal 19 (2011/12) 5, pp. 359-376

Persistent link: https://www.econbiz.de/10009511237

The effect of brand extensions on product brand image

Arslan, F. Müge; Altuna, Oylum Korkut - In: The journal of product & brand management 19 (2010) 3, pp. 170-181

Persistent link: https://www.econbiz.de/10008426050

Which category to extend to – Product or service?

Arslan, F Müge; Altuna, Oylum Korkut - In: The journal of brand management : an international journal 19 (2012) 5, pp. 359-377

Persistent link: https://www.econbiz.de/10009830788

Reklam Ajansi Seciminde Kullanilan Kriterler ve Yeni Egilimler: Kavramsal Bir Irdeleme

Arslan, F. Müge - In: Ege Academic Review 2 (2002) 2, pp. 55-63

Isletmeler icin birlikte calisacaklari reklam ajanslarinin secimi cok önemli bir sürectir. Bu sebeple reklam ajanslarinin secimi dikkatli ve sistemli bir sekilde gerceklestirilmelidir. Reklam ajansi secimi reklam veren icin cok önemli bir sürectir cünkü uzun süreli bir iliski amaclanir....

Persistent link: https://www.econbiz.de/10008922792

The effect of brand extensions on product brand image

Müge Arslan, F.; Korkut Altuna, Oylum - In: Journal of Product & Brand Management 19 (2010) 3, pp. 170-180

Purpose – The purpose of this study is to investigate the effects of fit, familiarity, perceived quality and attitude towards the brand on product brand image after an extension and also to examine whether the product image of a brand is diluted as a result of brand extension....

Persistent link: https://www.econbiz.de/10014896153