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

Full text
hennig-thurau_et_al._2009_jm_conceptualizing_and_measuring_the_monetary_value_of_brand_extensions_the_case_of_motion_pictures.pdf