Open AccessConsumer Acceptance of Licensed Brand Extensions: An Analysis of Key Success Factors for Extending into Fashion Categories
Author(s) -
Langchao Zhang
Publication year - 2022
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 , brand management , extension (predicate logic) , prestige , consumer behaviour , marketing , product (mathematics) , clothing , business , mathematics , communication , computer science , linguistics , statistics , philosophy , geometry , archaeology , history , programming language