The importance of reciprocal spillover effects for the valuation of bestseller brands: introducing and testing a contingency model
Knapp Ann-Kristin, Hennig-Thurau Thorsten, Mathys Juliane
Publication type
Research article (journal)
Peer reviewed
Yes
Publication status
Published
Year
2014
Journal
Journal of the Academy of Marketing Science
Volume
42 (2), 205-221
Language
English
ISSN
0092-0703
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