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Volumn 49, Issue 1, 2010, Pages 91-99

Brand extension of online technology products: Evidence from search engine to virtual communities and online news

Author keywords

Brand extension; Categorization theory; Perceived fit; Perceived tie; Usage transfer

Indexed keywords

ELECTRONIC MARKET; EXTENDED PRODUCT; IT PRODUCTS; KEY FACTORS; LITTLE RESEARCH; NEW PRODUCT; ONLINE CHANNELS; ONLINE ENVIRONMENTS; ONLINE NEWS; ONLINE PRODUCTS; ONLINE TECHNOLOGY; PERCEIVED QUALITY; PROMOTION STRATEGIES; RESEARCH MODELS; VIRTUAL COMMUNITY;

EID: 76849109476     PISSN: 01679236     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.dss.2010.01.005     Document Type: Article
Times cited : (64)

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