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Claudia Hatje
affiliation not provided to SSRN
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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
Alexander Rühle
,
Franziska Völckner
,
Henrik Sattler
and Claudia Hatje
University of Cologne, University of Cologne - Faculty of Management, Economics and Social Sciences, University of Hamburg and
affiliation not provided to SSRN
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Abstract:
Branding, Brand Extension, New Product Success, Strategy
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