Open AccessConsumer Acceptance of Licensed Brand Extensions: An Analysis of Key Success Factors for Extending into Fashion Categories
Author(s) -
Langchao Zhang
Publication year - 2017
Language(s) - English
Resource type - Dissertations/theses
DOI - 10.31390/gradschool_dissertations.4342
Subject(s) - brand extension , affect (linguistics) , advertising , structural equation modeling , psychology , brand awareness , extension (predicate logic) , brand management , clothing , prestige , consumer behaviour , product (mathematics) , marketing , business , mathematics , communication , computer science , linguistics , statistics , philosophy , geometry , archaeology , history , programming language
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