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~isPartOf:"SFB 649 discussion paper"
~person:"Hildebrandt, Lutz"
~subject:"Estimation"
~type_genre:"Conference Paper"
~type_genre:"Working Paper"
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Does umbrella branding really work? : investigating cross-category brand loyalty
Silberhorn, Nadja
;
Hildebrandt, Lutz
-
2012
, their brand
knowledge
, and their experience with the brand from one category to the other [Erdem and Swait, 1998]. We find …
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