Umbrella brand price premiums : effects of compatibility, similarity, and portfolio size
Year of publication: |
2011
|
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Authors: | Liu, Xin ; Hu, Michael Y. |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 20.2011, 1, p. 58-64
|
Subject: | Portfolio-Management | Portfolio selection | Theorie | Theory | Markenführung | Brand management | Markenartikel | Brand |
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