Composite Branding Alliances: An Investigation of Extension and Feedback Effects
Year of publication: |
1996
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Authors: | Park, C.Whan ; Jun, Sung Youl ; Shocker, Allan D. |
Published in: |
Journal of marketing research : JMR. - Chicago, Ill : Assoc, ISSN 0022-2437, ZDB-ID 2183195. - Vol. 33.1996, 4, p. 453-466
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