Do Perceived Brand Globalness and Country-of-Origin Affect the Success of Brand Extensions?
- Author(s)
- Christina Sichtmann, Adamantios Diamantopoulos
- Organisation(s)
- Department of Accounting, Innovation and Strategy
- Publication date
- 2012
- Austrian Fields of Science 2012
- 502052 Business administration
- Keywords
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/1a9c8568-db3c-4afd-8f72-b1cd50a40489