Conceptualizing and Measuring the Monetary Value of Brand Extensions: The Case of Motion Pictures
| Year of publication: |
2009
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|---|---|
| Authors: | Hennig-Thurau, Thorsten ; Houston, Mark B. ; Heitjans, Torsten |
| Published in: |
Journal of marketing. - Chicago, Ill : Publications Group of the American Marketing Association, ISSN 0022-2429, ZDB-ID 2183183. - Vol. 73.2009, 6, p. 167-183
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