Unravelling the secret of successful brand extensions: a case study to explore consumer response

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

372 Downloads (Pure)

2024
Innovating the Archetype: Discovering the Boundaries of the Triangular Designer Space
Mulder-Nijkamp, M., de Kok, M., Klassen, V. & Eggink, W., May 2024, In: Corporate Reputation Review. 27, p. 120-139 20 p.
Research output: Contribution to journal › Article › Academic › peer-review

Open Access
File
2 Citations (Scopus)

201 Downloads (Pure)
2021
The Triangular Designers’ Space: Methodical Approach to Balance Brand Typicality and Novelty
Mulder - Nijkamp, M., Eggink, W., de Kok, M. & ten Klooster, R., 8 Jun 2021, The Value of Design in Retail and Branding. Quartier, K., Petermans, A., Melewar, T. C. & Dennis, C. (eds.). first ed. Bingley (UK): Emerald, p. 95-108 13 p.
Research output: Chapter in Book/Report/Conference proceeding › Chapter › Academic › peer-review

Research output