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.

Bibliografiske detaljer
Udgivet i:Journal of marketing V. 74, 1-4 (2010).
Hovedforfatter: Monga, Alokparna
Format: Article
Sprog:English
Fag:
Brand image.
Consumer behavior.
Brand equity.