Reciprocal Spillover Effects: A Strategic Benefit of Brand...

Journal of Marketing 2003 / 01 Vol. 67; Iss. 1

Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions

Balachander, Subramanian, Ghose, Sanjoy
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Volume:
67
Language:
english
Journal:
Journal of Marketing
DOI:
10.1509/jmkg.67.1.4.18594
Date:
January, 2003
File:
PDF, 101 KB
english, 2003
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