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?.

Bibliografische gegevens
Gepubliceerd in:Journal of consumer research V. 37, 1-4,6 (2010).
Hoofdauteur: Milberg, Sandra J.
Formaat: Artikel
Taal:English
Onderwerpen:
Brands.
Consumer behavior.
Correlation analysis.
Competition.
Perceptions.