Branding access offers: the importance of product brands,...

Journal of the Academy of Marketing Science 2015 / 9 Vol. 43; Iss. 5

Branding access offers: the importance of product brands, ownership status, and spillover effects to parent brands

Baumeister, Christoph, Scherer, Anne, Wangenheim, Florian v.
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Volume:
43
Language:
english
Journal:
Journal of the Academy of Marketing Science
DOI:
10.1007/s11747-015-0440-y
Date:
September, 2015
File:
PDF, 1.07 MB
english, 2015
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