Schmitz, A.-K., Brexendorf, T., Fassnacht, M. (2023), Vertical line extension: a systematic review of reserach on upward and downward line extension, Journal of Product & Brand Management, Vol. 32 (6), pp. 828-848.
Anna-Karina Schmitz
Assistant Professor
Group
Marketing and Sales Group
Areas of expertise
Sustainable Marketing,
Sustainability,
Brand Management,
Branding,
Price Management,
Pricing,
Social Media,
Influencer Marketing,
Consumer Behavior,
Strategic Marketing,
CSR & Marketing
Group
Marketing and Sales Group
Areas of expertise
Sustainable Marketing,
Sustainability,
Brand Management,
Branding,
Price Management,
Pricing,
Social Media,
Influencer Marketing,
Consumer Behavior,
Strategic Marketing,
CSR & Marketing