Narrow search
Showing 1 - 3 of 3
Cover Image
New brands versus brand extensions, attitudes versus choice : experimental evidence for theory and practice
McCarthy, Michael S.; Heath, Timothy B.; Milberg, Sandra J. - 2010
Persistent link: https://www.econbiz.de/10003924423
Cover Image
Improving competitive position using branded ingredients
McCarthy, Michael S.; Norris, Donald G. - 2010
Persistent link: https://www.econbiz.de/10003924402
Cover Image
Managing negative feedback effects associated with brand extensions : the impact of alternative branding strategies
Milberg, Sandra J.; Park, C. Whan; McCarthy, Michael S. - 2010
Persistent link: https://www.econbiz.de/10003924414