Consumer reactions to brand extensions in a competitive context does fit still matter?.

Consumer reactions to brand extensions in a competitive context does fit still matter?.

Détails bibliographiques
Publié dans:Journal of consumer research V. 37, 1-4,6 (2010).
Auteur principal: Milberg, Sandra J.
Format: Article
Langue:English
Sujets:
Brands.
Consumer behavior.
Correlation analysis.
Competition.
Perceptions.