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ArticleNew brands diluting the personality of existing brands

Minkyung Choy2013

Article2013

New brands diluting the personality of existing brands

Minkyung Choy · Jae II Kim

12 citations·0/0 files stored·Journal of Brand Management

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Market Behavior and Pricing

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2000Marketing management: analysis. planning. implementation and control 1997Dimensions of Brand Personality 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1995Building Strong Brands 1987Dimensions of Consumer Expertise 1991Managing Brand Equity 1982Self-Concept in Consumer Behavior: A Critical Review

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2017Trademark dilution and its practical effect on purchase decision

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Year2013

Typearticle

Published2013-04-05

VenueJournal of Brand Management

ISSN-L1350-231X

Languageen

Citations12

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1057/bm.2013.2

openalex_workW2063701706

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