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The Effects of Brand Name Structure on Brand Extension Evaluations and Parent Brand Dilution
Sood, Sanjay, Keller, Kevin LaneVolume:
49
Langue:
english
Journal:
Journal of Marketing Research
DOI:
10.1509/jmr.07.0418
Date:
June, 2012
Fichier:
PDF, 193 KB
english, 2012