Negative Spillover in Brand Portfolios: Exploring the Antecedents of Asymmetric Effects
Year of publication: |
2008
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Authors: | Lei, Jing ; Dawar, Niraj ; Lemmink, Jos |
Published in: |
Journal of marketing. - Chicago, Ill : Publications Group of the American Marketing Association, ISSN 0022-2429, ZDB-ID 2183183. - Vol. 72.2008, 3, p. 111-123
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