Brand relevance and the effects of product proliferation across product categories

Author:

Zhao Yanhui,Zhang Yufei,Wang Joyce,Schrock Wyatt A.,Calantone Roger J.

Funder

University of Nebraska Omaha

Publisher

Springer Science and Business Media LLC

Subject

Marketing,Economics and Econometrics,Business and International Management

Reference86 articles.

1. Alavi, S., Habel, J., Guenzi, P., & Wieseke, J. (2018). The role of leadership in salespeople’s price negotiation behavior. Journal of the Academy of Marketing Science, 46(4), 703–724.

2. Alon, M. (2018). How to build a great product deck for your next quarterly business review. Retrieved January 3, 2019 from https://medium.com/swlh/how-to-build-a-great-product-deck-for-your-next-quarterly-business-review-837db9859fd.

3. Alsos, G. A., & Ljunggren, E. (2017). The role of gender in entrepreneur–investor relationships: A signaling theory approach. Entrepreneurship Theory and Practice, 41(4), 567–590.

4. Ataman, M. B., van Heerde, H. J., & Mela, C. F. (2010). The long-term effect of marketing strategy on brand sales. Journal of Marketing Research, 47(5), 866–882.

5. Axarloglou, K. (2008). Product line extensions: Causes and effects. Managerial and Decision Economics, 29(1), 9–21.

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