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        • Conceptualizing and Measuring the Monetary Value of Brand Extensions: The Case of Motion Pictures
 

Conceptualizing and Measuring the Monetary Value of Brand Extensions: The Case of Motion Pictures

Hennig-Thurau T, Houston MB, Heitjans T



Publication type
Article in Journal

Peer reviewed
Yes

Publication status
Published

Year
2009

Journal
Journal of Marketing

Volume
73 (6)

Start page
167

End page
183

Pages range
167-183

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

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