The Effects of Brand Name Structure on Brand Extension Evaluations and Parent Brand Dilution
| Year of publication: |
2012
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|---|---|
| Authors: | Sood, Sanjay ; Lane Keller, Kevin |
| Published in: |
Journal of marketing research : JMR. - Chicago, Ill : Assoc, ISSN 0022-2437, ZDB-ID 2183195. - Vol. 49.2012, 3, p. 373-383
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