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?.

Detalhes bibliográficos
Publicado no:Journal of consumer research V. 37, 1-4,6 (2010).
Autor principal: Milberg, Sandra J.
Formato: Artigo
Idioma:English
Assuntos:
Brands.
Consumer behavior.
Correlation analysis.
Competition.
Perceptions.