Conceptualizing and Measuring the Monetary Value of Brand Extensions: The Case of Motion Pictures
Hennig-Thurau T, Houston MB, Heitjans T
Publication type
Forschungsartikel (Zeitschrift)
Peer reviewed
Yes
Publication status
Published
Year
2009
Journal
Journal of Marketing
Volume
73 (6)
Start page
167
End page
183
Language
English
ISSN
0022-2429
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