Conceptualizing and Measuring the Monetary Value of Brand Extensions: The Case of Motion Pictures
Hennig-Thurau T, Houston MB, Heitjans T
Publication type
Abstract / Poster
Peer reviewed
Yes
Publication status
Published
Year
2008
Conference
2008 AMA Summer Educators’ Conference
Venue
Chicago
Start page
430
End page
430
Pages range
430-430
Publisher
American Marketing Association
Place
Chicago
Language
English
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