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

Hennig-Thurau Thorsten, Houston Mark B., Heitjans Torsten

Cite as

Hennig-Thurau, T., Houston, M. B., & Heitjans, T. (2008). Conceptualizing and Measuring the Monetary Value of Brand Extensions: The Case of Motion Pictures. Enhancing Knowledge Development in Marketing: Proceedings of the 2008 AMA Summer Educators' Conference, Chicago.

Details

Publication type
Abstract in Online-Sammlung (Konferenz)

Peer reviewed
Yes

Publication status
Published

Year
2008

Conference
Enhancing Knowledge Development in Marketing: Proceedings of the 2008 AMA Summer Educators' Conference

Venue
Chicago

Start page
167

End page
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