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Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
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Dilution and enhancement of celebrity brands through sequential movie releases
Luo, Lan
;
Chen, Xinlei
;
Han, Jeanie
;
Park, C. Whan
- In:
Journal of marketing research : JMR
47
(
2010
)
6
,
pp. 1114-1128
Persistent link: https://www.econbiz.de/10008796515
Saved in:
2
Informing, transforming, and persuading : disentangling the multiple effects of advertising on brand choice decisions
Mehta, Nitin
;
Chen, Xinlei
;
Narasimhan, Om
- In:
Marketing science : the marketing journal of the …
27
(
2008
)
3
,
pp. 334-355
Persistent link: https://www.econbiz.de/10003736518
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