Work

What brand extensions need to fully benefit from their parental heritage

Year: 2018

Type: article

Source: Journal of the Academy of Marketing Science

DOI: 10.1007/s11747-018-0586-5

Authors: Paul W. Miniard, Rama K. Jayanti, Cecilia M. O. Alvarez, Peter R. Dickson

Institutions: Florida International University, Cleveland State University, Instituto Tecnológico Autónomo de México

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: W2807830873

FWCI: 5.367

Cites: 52

Cited by: 27

Related to: 10