Conceptualizing and Measuring the Monetary Value of Brand Extensions: The Case of Motion Pictures
Hennig-Thurau Thorsten, Houston Mark B., Heitjans Torsten
Publication type
Abstract in Online-Sammlung (Konferenz)
Peer reviewed
Yes
Publication status
Published
Year
2008
Conference
Enhancing Knowledge Development in Marketing: Proceedings of the 2008 AMA Summer Educators' Conference
Venue
Chicago
Start page
167
End page
183
Language
English
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