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

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



Publication type
Abstract / Poster

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

Pages range
167-183

Language
English

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