Work

Does umbrella branding really work? Investigating cross-category brand loyalty

Year: 2016

Type: article

Study design: Observational Study

Source: Journal of Business Economics

DOI: 10.1007/s11573-016-0840-6

Authors: Nadja Silberhorn, Yasemin Boztuğ, Lutz Hildebrandt

Institutions: Deutsche Rentenversicherung Bund, University of Göttingen, Humboldt-Universität zu Berlin

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

Funder: Deutsche Forschungsgemeinschaft

Award: G3534402753

OpenAlex ID: W1585494927

FWCI: 1.388

Cites: 103

Cited by: 18

Related to: 10