Drivers of Brand Extension Success: What Really Matters for Luxury Brands
Author:
Affiliation:
1. University of Mannheim
2. Technische Universität Braunschweig
Publisher
Wiley
Subject
Marketing,Applied Psychology
Link
http://onlinelibrary.wiley.com/wol1/doi/10.1002/mar.20635/fullpdf
Reference74 articles.
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4. On the evaluation of structural equation models;Bagozzi;Journal of the Academy of Marketing Science,1988
5. Reciprocal spillover effects: A strategic benefit of brand extensions;Balachander;Journal of Marketing,2003
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