What makes brands elastic? The influence of brand concept and styles of thinking on brand extension evaluation.

What makes brands elastic? The influence of brand concept and styles of thinking on brand extension evaluation.

Podrobná bibliografie
Vydáno v:Journal of marketing V. 74, 1-4 (2010).
Hlavní autor: Monga, Alokparna
Médium: Článek
Jazyk:English
Témata:
Brand image.
Consumer behavior.
Brand equity.