Browsing 15 Commerce, Management, Tourism and Services by Author "Riediger, Claudia"

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Browsing 15 Commerce, Management, Tourism and Services by Author "Riediger, Claudia"

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  • Sattler, Henrik; V??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 ...