The Asymmetric Effects of Extending Brands to Lower and Higher Quality
| Year of publication: |
2011
|
|---|---|
| Authors: | Heath, Timothy B ; DelVecchio, Devon ; McCarthy, Michael S |
| Published in: |
Journal of marketing. - Chicago, Ill : Publications Group of the American Marketing Association, ISSN 0022-2429, ZDB-ID 2183183. - Vol. 75.2011, 4, p. 3-21
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