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Rahman, K and Mulye, R and Laud, G, “Theoretical underpinnings of brand architecture strategies using models of stereotypic change to understand sub-brands”, Asia-Pacific Advances in Consumer Research, 10 pp. 402-406. ISSN 0098-9258 (2013) [Refereed Article]
Data TypeValue
Type of ResearchApplied Research
Research DivisionCommerce, Management, Tourism and Services
Research GroupMarketing
Research FieldMarketing theory
Research Objective DivisionCommercial Services and Tourism
Research Objective GroupProperty, business support services and trade
Research Objective FieldProperty, business support services and trade not elsewhere classified
Visit Item on eCitehttp://ecite.utas.edu.au/119833