Strategic management of product and brand extensions: Extending corporate brands in B2B vs. B2C markets

Liu, Y orcid.org/0000-0001-6641-4845, Foscht, T, Eisingerich, AB et al. (1 more author) (2018) Strategic management of product and brand extensions: Extending corporate brands in B2B vs. B2C markets. Industrial Marketing Management, 71. pp. 147-159. ISSN 0019-8501

Abstract

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Authors/Creators:
Copyright, Publisher and Additional Information: © 2017, Elsevier Inc. This is an author produced version of a paper published in Industrial Marketing Management. Uploaded in accordance with the publisher's self-archiving policy.
Keywords: Brand extension; Product extension; Profit; B2B; B2C; Corporate brands
Dates:
  • Published: May 2018
  • Accepted: 15 December 2017
  • Published (online): 27 December 2017
Institution: The University of Leeds
Academic Units: The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS)
Depositing User: Symplectic Publications
Date Deposited: 09 Jan 2018 10:41
Last Modified: 27 Dec 2019 01:38
Status: Published
Publisher: Elsevier
Identification Number: https://doi.org/10.1016/j.indmarman.2017.12.016

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