Identification and stereotypes as determinants of brand extension potential
Current research suggests that social identification processes play an important role in markets. In this study, the authors propose that marketing research has neglected one important factor, which influences the success of a brand extension, namely the group processes between social groups and bra...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
LLC "CPC "Business Perspectives"
2017-05-01
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| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/8743/im_2017_01_Schons.pdf |