Work

How co-branding versus brand extensions drive consumers' evaluations of new products: A brand equity approach

Year: 2010

Type: article

Source: Industrial Marketing Management

DOI: 10.1016/j.indmarman.2010.02.021

Author: Ali Besharat

Institution: University of South Florida

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W1967737604

FWCI: 15.2

Cites: 48

Cited by: 131

Related to: 10