Chenming Peng, Tammo H.A. Bijmolt, Franziska Völckner, Hong Zhao
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引用次数: 2
Abstract
Given the high failure rates of brand extensions, insights into the drivers of brand extension success are critical for marketing practitioners and scholars. Prior research has inferred that parent...
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Founded in 1936,the Journal of Marketing (JM) serves as a premier outlet for substantive research in marketing. JM is dedicated to developing and disseminating knowledge about real-world marketing questions, catering to scholars, educators, managers, policy makers, consumers, and other global societal stakeholders. Over the years,JM has played a crucial role in shaping the content and boundaries of the marketing discipline.
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