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Is the new product yours or mine? : a linguistic perspective on composite brand extensions
Tsai, Meng-chun
;
Lou, Yung-chien
;
Bei, Lien-ti
;
Monroe, …
- In:
MSI reports : working paper series
(
2011
)
2
,
pp. 141-188
Persistent link: https://www.econbiz.de/10009726048
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Position matters when we stand together : a linguistic perspective on composite brand extensions
Tsai, Meng-Chun
;
Lou, Yung-Chien
;
Bei, Lien-ti
;
Monroe, …
- In:
Journal of the Academy of Marketing Science
42
(
2014
)
6
,
pp. 680-701
Persistent link: https://www.econbiz.de/10010466638
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