Consumer Evaluations on Brand Extensions B2B Brands Extended into B2C Markets

BURNAZ H. Ş., BİLGİN P.

JOURNAL OF PRODUCT AND BRAND MANAGEMENT, vol.20, pp.256-267, 2011 (Scopus)

  • Publication Type: Article / Article
  • Volume: 20
  • Publication Date: 2011
  • Journal Name: JOURNAL OF PRODUCT AND BRAND MANAGEMENT
  • Journal Indexes: Scopus
  • Page Numbers: pp.256-267
  • Istanbul Technical University Affiliated: Yes