How co-branding versus brand extensions drive consumers' evaluations of new products: A brand equity approach
| Year of publication: |
2010
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| Authors: | Besharat, Ali |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 1201244. - Vol. 39.2010, 8, p. 1240-1250
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