The reciprocal impact of brand leveraging: Feedback effects from brand extension evaluation to brand evalution

Marketing Letters

Volumn 8, Issue 3, 1997, Pages 261-271

  Lane, Vicki ^a   Jacobson, Robert ^b  

^a UNIVERSITY OF COLORADO   (United States)

^b UNIVERSITY OF WASHINGTON   (United States)

Author keywords

Brand evaluation; Brand management

Indexed keywords

EID: 0002052307     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1023/A:1007904412185     Document Type: Review

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