What brand extensions need to fully benefit from their...

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Journal of the Academy of Marketing Science 2018 / 6

What brand extensions need to fully benefit from their parental heritage

Miniard, Paul W., Jayanti, Rama K., Alvarez, Cecilia M. O., Dickson, Peter R.
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Language:
english
Journal:
Journal of the Academy of Marketing Science
DOI:
10.1007/s11747-018-0586-5
Date:
June, 2018
File:
PDF, 1015 KB
english, 2018
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