haku: @author Wu, S-I. / yhteensä: 9
viite: 6 / 9
| Tekijä: | Wu, S-I. |
| Otsikko: | Comparison of brand extension effect based on different consumer decision-making styles |
| Lehti: | Journal of international marketing and marketing research
2007 : JUN, VOL. 32:2, p. 93-116 |
| Asiasana: | brands consumer behaviour decision making |
| Kieli: | eng |
| Tiivistelmä: | Based on core brand attitude, consumer perceptional fit, and extended product (here as: ext-pd.) knowledge, this paper studies the main variables influencing the brand extension effect (as: ext-eff). "Microsoft" is used as a brand example. It is shown that virtual ext-pd. has a good ext-eff. and different consumer decision style cluster has different brand ext-eff. and relational structure. |
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