CORPORATE BRANDING AND SPILLOVER EFFECTS: THE ROLE OF PRODUCT BRANDS IN BRAND EQUITY LEVERAGE AND DILUTION
Alexander Witmaier
Global Marketing Conference 2018 Global Marketing Conference at Tokyo (2018.07) pp.1251-1252
BRAND STRUCTURES MATTER EXTENSION SPILLOVER EFFECTS
Joseph W. Chang
Global Marketing Conference 2018 Global Marketing Conference at Tokyo (2018.07) p.1174