New Brand Extensions: Patterns of Success and Failure
Year of publication: |
2012
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Authors: | Singh, Jaywant ; Scriven, John ; Clemente, Maria ; Lomax, Wendy ; Wright, Malcolm |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 52.2012, 2, p. 234-243
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