Brand Extension Strategy
This book is based on my doctoral research, undertaken at Faculty of Management Studies, University of Delhi, India. This book builds upon a seminal work in brand extension model, that has been tested and compared across countries, by applying it to the Indian CPG segment. A more comprehensive and elaborate model is also proposed and tested for better understanding of the consumers' evaluation of brand extension. This model involved statistical extensions of the previous model, using hierarchical regression including residual centering interaction terms. A key outcome that emerged from the collected data and its analysis is that advertisement…
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Produktdetails
- ISBN: 978-3-659-97228-7
- EAN: 9783659972287
- Produktnummer: 37550256
- Verlag: LAP Lambert Academic Publishing
- Sprache: Englisch
- Erscheinungsjahr: 2017
- Seitenangabe: 192 S.
- Masse: H22.0 cm x B15.0 cm x D1.2 cm 304 g
- Abbildungen: Paperback
- Gewicht: 304
Über den Autor
Dr. Harleen Kaur has obtained her BDS degree in 2011. She is presently pursuing a degree in MDS in field of Periodontics and is involved in a number of research projects.She is a member of Indian Society of Periodontology and has presented various papers at conferences in relation to Periodontology and oral implantology.
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