Work

The effects of brand heritage and brand innovation on extended product purchase intentions for corporate heritage brands: a yin–yang perspective

Year: 2025

Type: article

Study design: Observational Study

Source: Journal of Product & Brand Management

DOI: 10.1108/jpbm-02-2024-4969

Authors: Wei Xu, Changgui Gao, Xiaoqi Zhang, Li Wang

Institution: Anhui University of Finance and Economics

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: W4408775314

FWCI: 14.48

Cites: 72

Cited by: 8

Related to: 10