Brand Concept Elaboration Strategy for an Extended Brand

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Bibliographic Details
Published inAsia Marketing Journal (Online) Vol. 14; no. 3; pp. 153 - 167
Main Authors Seung Woo Chun, Sukek Yu Lee, Chang Jo Yoo, Seon Min Lee
Format Journal Article
LanguageEnglish
Published 한국마케팅학회AMJ 30.10.2012
Subjects
emotional brand concept
brand equity
functional brand concept
brand extension strategy
brand concept elaboration strategy
brand concept introduction strategy
corporate social responsibility
consumer relationship management
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ISSN:1598-7868
2765-6500
DOI:10.53728/2765-6500.1494