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.

Xehetasun bibliografikoak
Argitaratua izan da:Journal of marketing V. 74, 1-4 (2010).
Egile nagusia: Monga, Alokparna
Formatua: Artikulua
Hizkuntza:English
Gaiak:
Brand image.
Consumer behavior.
Brand equity.