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Drivers of Brand Extension Success: What Really Matters for Luxury Brands

Lookup NU author(s): Professor Christof Backhaus

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Author(s): Albrecht C, Backhaus C, Gurzki H, Woisetschlager DM

Publication type: Article

Publication status: Published

Journal: Psychology & Marketing

Year: 2013

Volume: 30

Issue: 8

Pages: 647-659

Print publication date: 05/07/2013

ISSN (print): 0742-6046

ISSN (electronic): 1520-6793

Publisher: John Wiley & Sons, Inc.

URL: http://dx.doi.org/10.1002/mar.20635

DOI: 10.1002/mar.20635

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