Brand extension feedback: The role of advertising

Journal of Business Research

Volumn 62, Issue 3, 2009, Pages 305-313

  Martínez, Eva ^a   Montaner, Teresa ^b   Pina, José M ^a  

^a Facultad de CCEE y Empresariales   (Spain)

^b UNIVERSITY OF ZARAGOZA   (Spain)

Author keywords

Advertising; Brand equity; Brand extensions; Brand image

Indexed keywords

EID: 59349095754     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2008.05.009     Document Type: Article

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