Author:
Helmig Bernd,Huber Jan-Alexander,Leeflang Peter S. H.
Publisher
Springer Science and Business Media LLC
Reference62 articles.
1. Aaker, David A. (1990), Brand Extensions: The Good, the Bad, and the Ugly, Sloan Management Review 31, 47–56.
2. Aaker, David A. and Kevin Lane Keller (1990), Consumer Evaluations of Brand Extensions, Journal of Marketing 54, 27–41.
3. Ahluwalia, Rohini, Robert E. Burnkrant, and H. Rao Unnava (2000), Consumer Response to Negative Publicity: The Moderating Role of Commitment, Journal of Marketing Research 37, 203–214.
4. Andres, Nils (2003), Ausstrahlungseffekte beim Co-Branding, Hamburg: Kovac.
5. Balachander, Subramanian and Sanjoy Ghose (2003), Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions, Journal of Marketing 67, 4–13.
Cited by
96 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献