Work

The Critical Role of Congruency in Prototypical Brand Extensions

Year: 2014

Type: book-chapter

Study design: Observational Study

Source: Developments in marketing science: proceedings of the Academy of Marketing Science

DOI: 10.1007/978-3-319-11845-1_85

Authors: Maria Kalamas, Mark Cleveland, Michel Laroche, Robert Laufer

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: W2022243643

FWCI: 12.24

Cites: 28

Cited by: 29

Related to: 10