Adapting to succeed? : leveraging the brand equity of best sellers to succeed at the box office
Year of publication: |
2012
|
---|---|
Authors: | Joshi, Amit ; Mao, Huifang |
Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 40.2012, 4, p. 558-571
|
Subject: | Markenimage | Brand image | Markentransfer | Brand extension | Filmwirtschaft | Film industry |
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