Reciprocal spillover effects: A strategic benefit of brand extensions

Journal of Marketing

Volumn 67, Issue 1, 2003, Pages 4-13

  Balachander, Subramanian ^b   Ghose, Sanjoy ^a  

^a UNIVERSITY OF WISCONSIN MILWAUKEE   (United States)

^b NONE

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0037256982     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.67.1.4.18594     Document Type: Article

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