Alexander Rühle

University of Cologne

Albertus-Magnus-Platz

Cologne, 50923

Germany

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Scholarly Papers (1)

1.

Attitude-Based Versus Choice-Behavior-Based Success of Brand Extensions

Schmalenbach Business Review, Vol. 64, April 2012, pp. 125-140
Number of pages: 16 Posted: 14 Apr 2012
University of Cologne, University of Cologne - Faculty of Management, Economics and Social Sciences, University of Hamburg and affiliation not provided to SSRN
Downloads 143 (254,018)

Abstract:

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Branding, Brand Extension, New Product Success, Strategy