Brand synergy effects in multiple brand extensions

Journal of Marketing Research

Volumn 44, Issue 4, 2007, Pages 663-670

  Shine, Byung Chul ^a   Park, Jongwon ^a   Wyer, Robert S ^b  

^a Korea University   (South Korea)

^b HONG KONG UNIVERSITY OF SCIENCE AND TECHNOLOGY   (Hong Kong)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 36348929935     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.44.4.663     Document Type: Article

References (18)

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