Brand Synergy Effects in Multiple Brand Extensions

Journal of Marketing Research 2007 / 11 Vol. 44; Iss. 4

Brand Synergy Effects in Multiple Brand Extensions

Shine, Byung Chul, Park, Jongwon, Wyer, Robert S
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Volume:
44
Language:
english
Journal:
Journal of Marketing Research
DOI:
10.1509/jmkr.44.4.663
Date:
November, 2007
File:
PDF, 67 KB
english, 2007
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