Perception spillovers across competing brands : a disaggregate model of how and when
Ramkumar Janakiraman, Catarina Sismeiro, and Shantanu Dutta
| Year of publication: |
2009
|
|---|---|
| Authors: | Janakiraman, Ramkumar ; Sismeiro, Catarina ; Dutta, Shantanu |
| Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 46.2009, 4, p. 467-481
|
| Subject: | Spillover-Effekt | Spillover effect | Markenführung | Brand management | Bayes-Statistik | Bayesian inference |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003872264