Corporate Brand Stretch: Brand Extension in a Corporate Branding Perspective

Pernille Gjøls-Andersen, Esben Karmark

    Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

    Original languageEnglish
    Title of host publicationCorporate Branding, Purpose/People/Process : Towards the Second Wave of Corporate Branding
    EditorsMajken Schultz, Yun Mi Antorini, Fabian F. Csaba
    Place of PublicationFrederiksberg
    PublisherCopenhagen Business School Press
    Publication date2005
    Pages151-179
    ISBN (Print)8763099640
    Publication statusPublished - 2005

    Cite this

    Gjøls-Andersen, P., & Karmark, E. (2005). Corporate Brand Stretch: Brand Extension in a Corporate Branding Perspective. In M. Schultz, Y. M. Antorini, & F. F. Csaba (Eds.), Corporate Branding, Purpose/People/Process: Towards the Second Wave of Corporate Branding (pp. 151-179). Frederiksberg: Copenhagen Business School Press.
    Gjøls-Andersen, Pernille ; Karmark, Esben. / Corporate Brand Stretch : Brand Extension in a Corporate Branding Perspective. Corporate Branding, Purpose/People/Process: Towards the Second Wave of Corporate Branding. editor / Majken Schultz ; Yun Mi Antorini ; Fabian F. Csaba. Frederiksberg : Copenhagen Business School Press, 2005. pp. 151-179
    @inbook{eae4e470c01f11db9769000ea68e967b,
    title = "Corporate Brand Stretch: Brand Extension in a Corporate Branding Perspective",
    keywords = "Branding, Corporate branding, Virksomhedens strategi, Kultur og management",
    author = "Pernille Gj{\o}ls-Andersen and Esben Karmark",
    year = "2005",
    language = "English",
    isbn = "8763099640",
    pages = "151--179",
    editor = "Majken Schultz and Antorini, {Yun Mi} and Csaba, {Fabian F.}",
    booktitle = "Corporate Branding, Purpose/People/Process",
    publisher = "Copenhagen Business School Press",
    address = "Denmark",

    }

    Gjøls-Andersen, P & Karmark, E 2005, Corporate Brand Stretch: Brand Extension in a Corporate Branding Perspective. in M Schultz, YM Antorini & FF Csaba (eds), Corporate Branding, Purpose/People/Process: Towards the Second Wave of Corporate Branding. Copenhagen Business School Press, Frederiksberg, pp. 151-179.

    Corporate Brand Stretch : Brand Extension in a Corporate Branding Perspective. / Gjøls-Andersen, Pernille; Karmark, Esben.

    Corporate Branding, Purpose/People/Process: Towards the Second Wave of Corporate Branding. ed. / Majken Schultz; Yun Mi Antorini; Fabian F. Csaba. Frederiksberg : Copenhagen Business School Press, 2005. p. 151-179.

    Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

    TY - CHAP

    T1 - Corporate Brand Stretch

    T2 - Brand Extension in a Corporate Branding Perspective

    AU - Gjøls-Andersen, Pernille

    AU - Karmark, Esben

    PY - 2005

    Y1 - 2005

    KW - Branding

    KW - Corporate branding

    KW - Virksomhedens strategi

    KW - Kultur og management

    UR - http://libsearch.cbs.dk/primo_library/libweb/action/dlDisplay.do?docId=CBS01000333094&vid=CBS&afterPDS=true

    M3 - Book chapter

    SN - 8763099640

    SP - 151

    EP - 179

    BT - Corporate Branding, Purpose/People/Process

    A2 - Schultz, Majken

    A2 - Antorini, Yun Mi

    A2 - Csaba, Fabian F.

    PB - Copenhagen Business School Press

    CY - Frederiksberg

    ER -

    Gjøls-Andersen P, Karmark E. Corporate Brand Stretch: Brand Extension in a Corporate Branding Perspective. In Schultz M, Antorini YM, Csaba FF, editors, Corporate Branding, Purpose/People/Process: Towards the Second Wave of Corporate Branding. Frederiksberg: Copenhagen Business School Press. 2005. p. 151-179