Putting brands in their place: How a lack of control keeps brands contained

Journal of Marketing Research

Volumn 50, Issue 3, 2013, Pages 365-377

  Cutright, Keisha M ^a   Bettman, James R ^c   Fitzsimons, Gavan J ^b   Thomas, R David ^b  

^a UNIVERSITY OF PENNSYLVANIA   (United States)

^b DUKE UNIVERSITY   (United States)

^c NONE

Author keywords

Boundaries; Brand extensions; Branding; Control; Structure

Indexed keywords

EID: 84879246016     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmr.10.0202     Document Type: Article

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