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Extending downward is not always bad : perent brand evaluations after brand extension to higher and lower price and quality levels
Goetz, Daniela Maria; Faßnacht, Martin; Rumpf, Katia - In: The journal of brand management : an international journal 21 (2014) 4, pp. 303-324
Persistent link: https://www.econbiz.de/10010362936
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Branding in der Pharmaindustrie : die Relevanz des Markenaufbaus für pharmazeutische Produkte
Rumpf, Katia - 2007
Persistent link: https://www.econbiz.de/10004914878