Work

Extending downward is not always bad: Parent brand evaluations after brand extension to higher and lower price and quality levels

Year: 2014

Type: article

Source: Journal of Brand Management

DOI: 10.1057/bm.2014.9

Authors: Daniela Maria Goetz, Martin Fassnacht, Katia Rumpf

Institution: WHU – Otto Beisheim School of Management

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: W2091629152

FWCI: 3.199

Cites: 89

Cited by: 31

Related to: 10