Brand counterextensions: The Impact of brand extension success versus failure

Journal of Marketing Research

Volumn 42, Issue 2, 2005, Pages 183-194

  Kumar, Piyush ^a  

^a VANDERBILT UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 18444378775     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.42.2.183.62289     Document Type: Article

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