Conceptualizing and Measuring the Monetary Value of Brand Extensions: The Case of Motion Pictures
Cite as
Hennig-Thurau, T., Houston, M., & Heitjans, T. (2008). Conceptualizing and Measuring the Monetary Value of Brand Extensions: The Case of Motion Pictures. Poster session presented at the 2008 AMA Summer Educators’ Conference, Chicago.Details
Publication type
Abstract in Online-Sammlung (Konferenz)
Peer reviewed
Yes
Publication status
Published
Year
2008
Conference
2008 AMA Summer Educators’ Conference
Venue
Chicago
Start page
430
End page
430
Publisher
American Marketing Association
Place
Chicago
Language
English
Full text