Brand Equity and Vertical Product Line Extent - Vertically extending your brand has impact on your sales, but also on your brand's equity
| Year of publication: |
1998
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|---|---|
| Authors: | Randall, Taylor ; Ulrich, Karl ; Reibstein, David |
| Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Hanover, Md : INFORMS, ISSN 0732-2399, ZDB-ID 883054x. - Vol. 17.1998, 4, p. 356-379
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