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.

Bibliografske podrobnosti
izdano v:Journal of marketing V. 74, 1-4 (2010).
Glavni avtor: Monga, Alokparna
Format: Article
Jezik:English
Teme:
Brand image.
Consumer behavior.
Brand equity.