Cross-category revenue spillover in brand extensions : the role of within-category experience
Year of publication: |
2023
|
---|---|
Authors: | Cho, Jihoon ; Walker, Doug ; Nowlin, Edward L. |
Published in: |
Journal of consumer behaviour. - Chichester : Wiley, ISSN 1479-1838, ZDB-ID 2094545-0. - Vol. 22.2023, 5, p. 1188-1198
|
Subject: | Konsumentenverhalten | Consumer behaviour | Mittlerer Osten | Middle East | 2017-2018 |
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