Conceptualizing and Measuring the Monetary Value of Brand Extensions: The Case of Motion Pictures
Cite as
Hennig-Thurau, T., Houston, M., & Heitjans, T. (2009). Conceptualizing and Measuring the Monetary Value of Brand Extensions: The Case of Motion Pictures. Journal of Marketing (J Mark), 73 (6), 167–183.Details
Publication type
Research article (journal)
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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