The Impact of Perceived Brand Globalness, Brand Origin Image, and Brand Origin-Extension Fit on Brand Extension Success
- Author(s)
- Christina Sichtmann, Adamantios Diamantopoulos
- Organisation(s)
- Department of Accounting, Innovation and Strategy
- Journal
- Journal of the Academy of Marketing Science
- Volume
- 41
- Pages
- 567-585
- No. of pages
- 19
- ISSN
- 0092-0703
- DOI
- https://doi.org/10.1007/s11747-013-0328-7
- Publication date
- 10-2013
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502052 Business administration
- Keywords
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/c7129ffb-8592-4926-be12-810afe9872b2