Brand extension of online technology products: Evidence from search engine to virtual communities and online news

Brand extension of online technology products: Evidence from search engine to virtual communities and online news

10.1016/j.dss.2010.01.005

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Bibliographic Details
Main Authors: Song, P., Zhang, C., Xu, Y.(C.), Huang, L.
Other Authors: INFORMATION SYSTEMS
Format: Article
Published: 2013
Subjects:
Brand extension
Categorization theory
Perceived fit
Perceived tie
Usage transfer
Online Access:http://scholarbank.nus.edu.sg/handle/10635/42594
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Institution: National University of Singapore
Description
Summary:10.1016/j.dss.2010.01.005

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