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

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

Elina Koivisto, Juho-Petteri Huhtala, Antti Vassinen

언어ENG
URLhttps://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)

키워드

Media Brand Extensions Consumer Expectations Expert Feasibility Digital Media Strategy Brand Innovation

저자

Elina Koivisto(Aalto University, Finland)
Juho-Petteri Huhtala(Aalto University, Finland)
Antti Vassinen(Aalto University, Finland)

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