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How Consumers’ Styles of Thinking Can Control Brand Dilution Cover

How Consumers’ Styles of Thinking Can Control Brand Dilution

NIM Marketing Intelligence Review
Volume 10 (2018): Issue 1 (May 2018)
By: Alokparna Basu Monga and  Liwu Hsu  
Open Access
|Apr 2018

Authors

Alokparna Basu Monga

smonga@business.rutgers.edu

Rutgers Business School – Newark and New Brunswick

Liwu Hsu

liwu.hsu@uah.edu

College of Business, University of Alabama in Huntsville
DOI: https://doi.org/10.2478/gfkmir-2018-0007 | Journal eISSN: 2628-166X
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Language: English
Page range: 40 - 45
Published on: Apr 20, 2018
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
Brand Dilution,
Negative Publicity,
Brand Extensions,
Functional Brands,
Luxury Brands,
Analytic Thinking,
Holistic Thinking
Related subjects:
Business and economics,
Political economics,
Public finance and fiscal theory,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business management, other

© 2018 Alokparna Basu Monga, Liwu Hsu, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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