Browsing by Author "Vã¶Lckner Franziska"

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Browsing by Author "Vã¶Lckner Franziska"

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  • The impact of brand extension success drivers on brand extension price premiums 
    Sattler Henrik; Vã¶Lckner Franziska; Riediger Claudia; Ringle Christian (Elsevier Inc, 2010)
    Research into brand extensions has mainly focused on consumers¿ extension evaluations without considering an important financial implication: the ability of the extension product to charge a price premium. This study ...