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.

Bibliografiset tiedot
Julkaisussa:Journal of marketing V. 74, 1-4 (2010).
Päätekijä: Monga, Alokparna
Aineistotyyppi: Artikkeli
Kieli:English
Aiheet:
Brand image.
Consumer behavior.
Brand equity.