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Brand extension strategy planning: empirical estimation of brand-category personality fit and atypicality
Batra, Rajeev; Lenk, Peter J.; Wedel, Michel - In: Journal of marketing research : JMR 47 (2010) 2, pp. 335-347
Persistent link: https://www.econbiz.de/10003965481
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Strategic planning of brand extentions using fit and atypicality measures
Batra, Rajeev; Lenk, Peter J.; Wedel, Michel - In: MSI reports : working paper series (2009) 3, pp. 3-22
Persistent link: https://www.econbiz.de/10003950162
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The stopping power of advertising : measures and effects of visual complexity
Pieters, Rik; Wedel, Michel; Batra, Rajeev - In: Journal of marketing 74 (2010) 5, pp. 48-60
Persistent link: https://www.econbiz.de/10009237713
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The Stopping Power of Advertising: Measures and Effects of Visual Complexity
Pieters, Rik; Wedel, Michel; Batra, Rajeev - In: Journal of marketing 74 (2010) 5, pp. 48-61
Persistent link: https://www.econbiz.de/10008453655
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Strategic planning of brand extentions using fit and atypicality measures
Batra, Rajeev; Lenk, Peter; Wedel, Michel - In: MSI reports : working paper series (2009) 3, pp. 3-22
Persistent link: https://www.econbiz.de/10009893541