The Effects of Extensions on Brand Name Dilution and...

Journal of Marketing Research 1998 / 11 Vol. 35; Iss. 4

The Effects of Extensions on Brand Name Dilution and Enhancement

Gürhan-Canli, Zeynep, Maheswaran, Durairaj
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Volume:
35
Language:
english
Journal:
Journal of Marketing Research
DOI:
10.1177/002224379803500405
Date:
November, 1998
File:
PDF, 1.39 MB
english, 1998
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