RESEARCH NOTES AND COMMUNICATIONS - Do We Really Know How Consumers Evaluate Brand Extensions? Empirical Generalizations Based on Secondary Analysis of Eight Studies
| Year of publication: |
2001
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|---|---|
| Authors: | Bottomley, Paul A. ; Holden, Stephen J.S. |
| Published in: |
Journal of marketing research : JMR. - Chicago, Ill : Assoc, ISSN 0022-2437, ZDB-ID 2183195. - Vol. 38.2001, 4, p. 494-500
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