Tastlé-Nestlé, Toogle-Google: The effects of similarity to...

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Journal of Business Research 2015 / 10

Tastlé-Nestlé, Toogle-Google: The effects of similarity to familiar brand names in brand name innovation

Kronrod, Ann, Lowrey, Tina M.
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Language:
english
Journal:
Journal of Business Research
DOI:
10.1016/j.jbusres.2015.09.015
Date:
October, 2015
File:
PDF, 777 KB
english, 2015
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