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Volumn 14, Issue 3, 2006, Pages 193-210

The critical role of congruency in prototypical brand extensions

Author keywords

Brand extensions; Brand management; Congruency; Parent brands; Prototypicality

Indexed keywords


EID: 58949085329     PISSN: 0965254X     EISSN: 14664488     Source Type: Journal    
DOI: 10.1080/09652540600825522     Document Type: Article
Times cited : (28)

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