Vertical line extension : a systematic review of research on upward and downward line extension
Year of publication: |
2023
|
---|---|
Authors: | Schmitz, Anna-Karina ; Brexendorf, Tim Oliver ; Faßnacht, Martin |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 6, p. 828-848
|
Subject: | Brand extension | Diffusion brand | Downward extension | Feedback effects | Line extension | Systematic literature review | Upward extension | Vertical line extension | Markentransfer | Bibliometrie | Bibliometrics | Markenführung | Brand management | Markenimage | Brand image | Theorie | Theory |
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