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Umbrella brand price premiums : effects of compatibility, similarity, and portfolio size
Liu, Xin; Hu, Michael Y. - In: The journal of product & brand management 20 (2011) 1, pp. 58-64
Persistent link: https://www.econbiz.de/10009007092
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The impact of congruity and country image on global brand alliance evaluation
Hao, Andy Wei; Hu, Michael Y.; Bruning, Edward R.; Liu, Xin - In: Journal of international consumer marketing 25 (2013) 2, pp. 107-123
Persistent link: https://www.econbiz.de/10009737339
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Affect transfer in brand extensions : the role of expectancy and relevancy
Liu, Xin; Hu, Michael Y.; Grimm, Pamela E. - In: The journal of product & brand management 19 (2010) 5, pp. 317-326
Persistent link: https://www.econbiz.de/10008658568
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The Impact of Congruity and Country Image on Global Brand Alliance Evaluation
Hao, Andy Wei; Hu, Michael Y.; Bruning, Edward R.; Liu, Xin - In: Journal of international consumer marketing 25 (2013) 2, pp. 107-123
Persistent link: https://www.econbiz.de/10010072578
Cover Image
Umbrella brand price premiums: effects of compatibility, similarity, and portfolio size
Liu, Xin; Hu, Michael Y. - In: The journal of product & brand management 20 (2011) 1, pp. 58-65
Persistent link: https://www.econbiz.de/10008850821
Cover Image
Affect transfer in brand extensions: the role of expectancy and relevancy
Liu, Xin; Hu, Michael Y.; Grimm, Pamela E. - In: The journal of product & brand management 19 (2010) 5, pp. 317-327
Persistent link: https://www.econbiz.de/10008450943