Conceptualizing and Measuring the Monetary Value of Brand Extensions: The Case of Motion Pictures
Hennig-Thurau T, Houston MB, Heitjans T
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
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