Beyond the Parent Brand: Does the Country-of-Origin Affect Brand Extension Success?
- Author(s)
- Christina Sichtmann, Amata Ring, Adamantios Diamantopoulos
- Organisation(s)
- Department of Accounting, Innovation and Strategy
- Publication date
- 2011
- Austrian Fields of Science 2012
- 502052 Business administration
- Keywords
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/26d3b8dd-cc31-4922-ba39-0d9f0c443eb5