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.

מידע ביבליוגרפי
הוצא לאור ב:Journal of marketing V. 74, 1-4 (2010).
מחבר ראשי: Monga, Alokparna
פורמט: Article
שפה:English
נושאים:
Brand image.
Consumer behavior.
Brand equity.