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Research Article
Open Access
Consumer evaluation of brand extensions: Good to service and service to goodOpen AccessPublished in SAGE Publications Ltd
2013
Volume: 38
Issue: 2
Pages: 105 - 120
Topics: Brand extension (70)%70% related to the paper, Brand management (67)%67% related to the paper and Service (business) (52)%52% related to the paper
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About the journal
| Journal | Data powered by TypesetVikalpa: The Journal for Decision Makers |
|---|---|
| Publisher | Data powered by TypesetSAGE Publications Ltd |
| ISSN | 0256-0909 |
| Open Access | Yes |
Authors (1)
Jayasankar Ramanathan- Are Marketers Egoists? A Typological Explication
- Comparing consumer evaluations of services-to-services brand extensions with services-to-goods
- Consumer evaluation of brand extensions: Comparing goods to goods brand extensions with goods to services
- Brand extension evaluation: Real world and virtual world
