Empirical generalizations from brand extension research: How sure are we?
| Year of publication: |
2006
|
|---|---|
| Authors: | Echambadi, Raj ; Arroniz, Inigo ; Reinartz, Werner ; Lee, Junsoo |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 6226917. - Vol. 23.2006, 3, p. 253-262
|