Brand counter-extensions for fight-back and appeal strategies

Purpose: Faced with the aggressive and invasive behavior of a competitor, it is necessary for a firm to adopt strategies to protect its market share. This study aims to examine brand counter‐extension strategy as a means of fighting back against strong competitors. Design/methodology/approach: The s...

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Bibliographische Detailangaben
Veröffentlicht in:Management decision
1. Verfasser: Chang, Kuei-Feng (VerfasserIn)
Weitere Verfasser: Yang, Hao-Wei (VerfasserIn)
Format: UnknownFormat
Sprache:eng
Veröffentlicht: 2013
Schlagworte:
Markentransfer > Markenführung > Marketingmanagement > Wettbewerbsstrategie > Aufsatz in Zeitschrift
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