Which Category To Extend To - Product or Service? The Effect of Alternate Extensions of Service Brands on Brand Evaluations and Loyalty Intentions

Arslan M., KORKUT ALTUNA O.

6th International Conference of the SIG on Brand Identity and Corporate Reputation of the Academy of Marketing, Barselona, Spain, 8 - 12 April 2010, pp.1

  • Publication Type: Conference Paper / Summary Text
  • City: Barselona
  • Country: Spain
  • Page Numbers: pp.1
  • Istanbul University Affiliated: No