A cross-cultural comparison of brand extension success factors: A meta-study

Journal of Brand Management

Volumn 18, Issue 1, 2010, Pages 5-20

  Henseler, Jörg ^a   Horváth, Csilla ^b   Sarstedt, Marko ^c   Zimmermann, Lorenz ^c  

^a RADBOUD UNIVERSITY NIJMEGEN   (Netherlands)

^b RADBOUD UNIVERSITY   (Netherlands)

^c UNIVERSITY OF MUNICH   (Germany)

Author keywords

brand extension success; culture; meta study

Indexed keywords

EID: 77956464067     PISSN: 1350231X     EISSN: 14791803     Source Type: Journal    
DOI: 10.1057/bm.2010.25     Document Type: Article

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