Blar i BI Open på forfatter "Schartum, Christian"
-
Cross-gender Brand Extensions: How will gender of brand, gender of consumer and extension category influence the evaluation of a cross-gender brand extension?
Schartum, Christian; Rikardsen, Emil Kristian Meland (Master thesis, 2019)Cross-gender brand extension has become a valuable strategy in recent years and grown to be an important component of strategic marketing communication. Previous research has touched upon the topic, however, as far we ...