Derived versus full name brand extensions
Year of publication: |
2009
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Authors: | Olavarrieta, Sergio ; Torres, Eduardo ; Vásquez-Parraga, Arturo ; Barra, Cristóbal |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 1897731. - Vol. 62.2009, 9, p. 899-906
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