Ingredient branding and feedback effects: The impact of product outcomes, initial parent brand strength asymmetry, and parent brand role
Year of publication: |
2014
|
---|---|
Authors: | Radighieri, Jeffrey ; Mariadoss, Babu John ; Grégoire, Yany ; Johnson, Jean |
Published in: |
Marketing Letters. - Springer. - Vol. 25.2014, 2, p. 123-138
|
Publisher: |
Springer |
Subject: | Ingredient branding | Brand alliance | Feedback | Brand failure | Associations |
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