KOREASCHOLAR

CONSUMER EXPECTATIONS VS. EXPERT ASSESSMENTS: A TYPOLOGY OF MEDIA BRAND EXTENSION TYPES

Elina Koivisto, Juho-Petteri Huhtala, Antti Vassinen
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442395
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.211
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Media Brand ExtensionsConsumer ExpectationsExpert FeasibilityDigital Media StrategyBrand Innovation
Author
  • Elina Koivisto(Aalto University, Finland)
  • Juho-Petteri Huhtala(Aalto University, Finland)
  • Antti Vassinen(Aalto University, Finland)