Image feedback effects of brand extensions: Evidence from a longitudinal field study

Marketing Letters

Volumn 19, Issue 2, 2008, Pages 109-124

  Völckner, Franziska ^a   Sattler, Henrik ^b   Kaufmann, Gwen ^c  

^a UNIVERSITY OF COLOGNE   (Germany)

^b UNIVERSITY OF HAMBURG   (Germany)

^c Harris Interactive AG   (Germany)

Author keywords

Brand extensions; Brand name dilution; Image feedback effects

Indexed keywords

EID: 77949667076     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11002-007-9028-8     Document Type: Article

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