Product-Category Dynamics and Corporate Identity in Brand Extensions: A Comparison of Hong Kong and U.S. Consumers

Journal of International Marketing

Volumn 5, Issue 1, 1997, Pages 77-92

  Han, Jin K ^a   Schmitt, Bernd H ^b,c  

^a HONG KONG UNIVERSITY OF SCIENCE AND TECHNOLOGY   (Hong Kong)

^b The Sanford C Bernstein Co Center for Leadership and Ethics   (United States)

^c CHINA EUROPE INTERNATIONAL BUSINESS SCHOOL   (China)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0010094561     PISSN: 1069031X     EISSN: None     Source Type: Journal    
DOI: 10.1177/1069031x9700500106     Document Type: Article

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