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). Copenhagen Business School Press.