The Effects of Ingredient Branding Strategies on Host Brand...

The Effects of Ingredient Branding Strategies on Host Brand Extendibility

Desai, Kalpesh Kaushik, Keller, Kevin Lane
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Volume:
66
Language:
english
Journal:
Journal of Marketing
DOI:
10.1509/jmkg.66.1.73.18450
Date:
January, 2002
File:
PDF, 183 KB
english, 2002
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