Interbrand variant overlap : impact on brand preference and portfolio profit
Year of publication: |
2008
|
---|---|
Authors: | Aribarg, Anocha ; Arora, Neeraj |
Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 27.2008, 3, p. 474-491
|
Subject: | Portfolio-Management | Portfolio selection | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour |
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