Mapping the Bounds of Incoherence: How Far Can You Go and...

Marketing Science 2007 / 07 Vol. 26; Iss. 4

Mapping the Bounds of Incoherence: How Far Can You Go and How Does It Affect Your Brand?

Kayande, Ujwal, Roberts, John H., Lilien, Gary L., Fong, Duncan K. H.
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Volume:
26
Language:
english
Journal:
Marketing Science
DOI:
10.1287/mksc.1060.0246
Date:
July, 2007
File:
PDF, 194 KB
english, 2007
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