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Conceptualising the role of congruency in prototypical brand extensions in the beverage industry

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Authors
Malic, Damir
Phau, Ian
Teah, Min
Quintal, Vanessa
Date
2010
Type
Conference Paper

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Citation
Malic, D. and Phau, I. and Teah, M. and Quintal, V. 2010. Conceptualising the role of congruency in prototypical brand extensions in the beverage industry, in Eun Young Kim (ed), Korean Academy of Marketing Science, Sep 9 2010. Tokyo, Japan: Korean Academy of Marketing Science.
Source Title
Proceedings of Korean Academy of Marketing Science conference
Source Conference
Korean Academy of Marketing Science
ISSN
School
School of Marketing
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